YETI Map the Gaps Website

A campaign website experience to boost sales of the Hopper M20 cooler designed, engineered and launched in less than eight weeks.

Google has mapped 98% percent of the world but naturally, wilderness enthusiasts prefer the paths less paved. For YETI, this posed an opportunity: to take the Hopper M20 — its most versatile cooler yet — and map hidden trails across the globe, making the outdoors more accessible for everyone.

We did that by designing and developing the digital experience anchoring Map The Gaps, YETI's campaign designed to take the “street” out of Google Street View — by locating and integrating some of the world’s last uncharted trails.

The Map The Gaps experience made these previously hidden gems discoverable by allowing users to easily preview and explore unmapped landscapes through video walkthroughs and immersive 360-degree views.

Map The Gaps is meant to spark thrilling new adventures for nature enthusiasts everywhere. So it was vital for us to design for a world as diverse as the terrains we explore.

We followed AA web accessibility guidelines closely, ensuring clear labels, landmarks and a structured layout for easy voiceover and keyboard use. We also added a mode to reduce motion for users with ADHD or motion sickness, keeping YETI's brand promise of truly making the wild more accessible in every sense of the word.

We worked with YETI to design a new modular design system using familiar iconography, bold colors and intuitive user interactions to bring together an experience that delivered surprise and delight to users.

Impact

• 300% Increase in Hopper sales

• 1B Monthly users accessed through Google API

• 78M Impressions from press Across Forbes, Ad Age, The Drum, Gear Junkie and more

• 75 Miles of newly charted trails added to Google Street View

• 3x Gold Winner in The Drum Awards for Marketing, Webby Award Winner for Best Use of Online Media, Merit Winner in The One Show and ADC