We needed a way to send Oregonians around the state during the slow tourist season, so we created a video game that would do just that. It was an homage to the classic computer game, The Oregon Trail, but updated with over 20 mini-games designed to showcase the many winter activities and vacation spots around Oregon.  

We knew the 8-bit aesthetic was familiar to our audience, which allowed us to create something that was nostalgic, easy to play, and full of self-aware humor that felt true and unique to Oregon. For example, games included everything from downhill skiing and snowshoeing to pretending to be a sommelier and checking IDs at a bar. Perils on the journey included Oregon-centric jokes such as overdosing on kombucha or dying from caffeine withdrawal.  

This campaign launched in mid-October and ran through mid-December.

We prioritized media partners known for curating entertaining premium content, and we layered on niche targeting because we wanted to connect with Oregonians who were more likely to engage with the game. Some of the biggest partners included Hulu, Discovery, Pandora, Reddit, Undertone, Zefr, and BuzzFeed. We also worked with Atlas Obscura, Expedia, and TripAdvisor to engage Oregonians who were actively seeking out travel content.

Between all our social platforms we achieved well over 2 million impressions and over 1 million views. (Not bad considering the whole state of Oregon has just over 4 million residents.)