To encourage people to rally behind our cause and discover the thrills that go alongside a more daring approach to life, we needed a fun and engaging way to get the message out there. The solution was an app, that brought to life the classic game ‘Snake’ - a game our target audience remember fondly from youth. The essence of the game was simple. Players had to always visit new places and see how long they could last without crossing their path. Even the slightest crossover results in a game-over. Using the GPS of the phone, the app gave players a field of 10 x 10 km relative to their location.

To launch the campaign we teamed up with social media personality Jon-Paul Piques in Los Angeles and named him the first Pathbreaker. We documented his adventures as he managed to stay in the game for 3 whole days. From the material we made a teaser trailer and launched it on Facebook and Youtube. In the trailer, Piques introduced the app and challenged his followers to try it. We combined it with a media mix of Facebook and Instagram to make sure as many as possible of our targeted groups could see the campaign.

The total media reach is estimated to be 16.920.00 impressions. Sales increased by 23% and more than 1,4 million people have seen the teaser trailer and the campaign has been mentioned in numerous blogs and on many, many sites. The engagement in our target group is high and today there are Pathbreakers in 72 countries. Together people have walked a distance approximately equal to the moon's radius, 1.700 km, and counting.