Campaign

PNC Christmas Price Index Gift Hunt

the rundown

Every year PNC calculates the Cost of Christmas by adding up the prices of the gifts in “The Twelve days of Christmas" carol – a playful financial report called the “Christmas Price Index". The index is used in classrooms to teach students about basic economic concepts like inflation and supply and demand. To breathe new life into this 29-year-old tradition, we created a global gift hunt using the Google Street View API. The hunt takes you on an interactive adventure across 5 continents to track down each of the gifts and find out how much they'll cost in 2012.

The Building Blocks

Gift Hunt is the first interactive scavenger hunt to take advantage of Google Street View in such a seamless way. The site combines the photography and functionality of Street View with charming character animation to create a novel and immersive game experience. The site is built for the modern web using HTML5 Canvas, making it accessible from desktops, laptops and tablets. A simplified version of the Index is also accessible on the smart phones.

Geo APIs
Google Maps Street View
Mobile
iPad
Android Tablet
Social
Facebook
Twitter

The Votes

The Details

Agency

Brand

PNC Bank

Targeted Regions

North America

Marketing Objective

Influence Consideration

Launch Date

Nov. 26, 2012

The Team

Deutsch Inc. deutschinc.com
B-Reel www.b-reel.com

The Stats

0 gifts injured during the production process
16 team members working on this project
2,643 total hours of missed sleep

The Results

The site launched recently, so not all the stats are in, but it looks like traffic, engagement and passalong are up significantly over previous years. We've also seen substantial buzz around this year's index and it's unique use of Street View.