With an immersive digital experience at the heart of the idea, Weber is introducing innovative interactive narrative.

Everything from how to choose the right piece of meat, to the importance of timing is visualized in an interactive digital environment making it possible for people to build on their grilling experience and

Weber created a rich digital experience by combining traditional storytelling with the opportunity for the users to engage with multiple pieces of content in an innovative solution.

In this immersive digital experience, we invite our grillers on a journey through BBQ cultures across the world; to discover, learn and be inspired by a vast array of content.

To access it all, we introduced a visual yet tactile approach to navigation and the interface. Based on a dragging activation motion, that was built in to the icons and the film content, keeping one simple motion at the heart of the experience.

The campaign is still live and we are witnessing a continued interest from grill enthusiasts to revisit the site and engage with the content.

At this point more than 1.000.000 million people have accessed the platform. People are engaging with the content for more than 6 minutes on average and average bounce rate is below 5%.

The campaign was developed into byte size trailers promoting each individual chapter and each deep dive. At this point the "trailers" has been viewed more than 4 million times across Webers social media platforms.

Furthermore during the campaign Weber Facebook community in across the markets that activated the campaign increased with 274% compared to "normal" periods.

Countries that activated the campaign achieved sales growth of between 118% - 130% and countries that used locally produced campaigns performed on index 90.