Peak Performance runs GPS-based virtual outdoor campaign

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Outdoor sports brand, Peak Performance, is running a digital campaign that sees fans able to win clothing and other goods at set times of day while out in the wilderness.

The Magic Hour, as the initiative is called, sees virtual pop-up shops appearing in certain rural locations chosen for their views just before sunrise and sunset. Included are mountain tops, a golf course and a lighthouse on a small island. The aim is to appeal to cyclists, golfers, ramblers, runners, trekkers and walkers.

Creative agency Perfect Fools Stockholm developed the mobile web experience, viewable at CatchMagicHour.com, which displays the shop location, distance to it, opening hours, a collection catalogue and how many items are left to claim. It relies on smartphone GPS to detect when users are at the right location, only showing them a preview of the collection if they’re not.

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Robin Salazar, online marketing and e-commerce manager at Peak Performance, said: “The Magic Hour is a beautiful time of day and we want to encourage people to experience that time at fantastic locations. The virtual pop-up shops are an added incentive to experience sunrise or sunset and bridge the physical digital divide.”

The campaign is being pushed online as well as via PR in Austria, France, Norway, Sweden, Switzerland, Japan and UAE.