Inspired by the long tradition of French storytellers like Roger Frison-Roche, we wanted to tell the painful, unpredictable, dangerous but stunning story of this mythic mountain, bringing emotion to our audience on Twitter.

Twitter’s timeline and features offer many creative opportunities. Our concept: make Pegman, the famous Google Street View character, perform the first digital ascension of the Mont Blanc, using the Hashtag #MontBlanc360.

On January 21st 2015, Pegman started an epic journey from the Saint Gervais and Chamonix valley to the top of the mountain. To engage the french community of Google, we used the full range of Twitter creative features, including polls, scratchreels, emojis, autoplay gifs, and more.

The Twitter community was called in to help Pegman succeed its climbing by responding to polls, by doing retweets and by using many other creative features...

This "scrolly-telling" enabled us to talk about the historical & mythical dimension of the climbing but also about the sporty challenges of this climbing

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- An organic TT in France.

- 68,5M impressions.

- Averaged a 7,8% engagement rate per post (x2 the usual performance)EndFragment