A Facebook Places mountain to climb.
In 2010 Facebook launched 'Places' - a feature that let people 'check in' to locations on the app. Our idea took the idea of a loyalty card and gamified it for North Face fans on Facebook. How to play was easy - we challenged fans to climb a virtual mountain by checking in to the Places app whenever they were inside a North Face store. Everytime 'a climber' checked into a shop they earned points to climb the mountain one step further. In addition climbers were asked to create their own "Basecamp", and get their friends to check-in. Each friend check-in would earn more points.
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Thousands of virtual mountineers played the game and the first one to reach the top of the summit won a truck load of The North Face gear.