Lynn Hill on the Jardine Traverse .jpg

Google Treks: El Capitan, Yosemite

Google Treks: El Capitan, Yosemite

 

Role

Project Originator and Lead

About

In anticipation of the National Parks Centennial,  we challenged our engineers to create the first ever vertical Street View. People around the world can now join legendary climbers Lynn Hill, Tommy Caldwell, and Alex Honnold up the sheer vertical face of El Capitan -  all 3,000 feet - in Street View.

To support the launch, we created a fully immersive websitevideo, blogpost, and easily shareable stills and gifs for partners and influencers. 

Results

Product: XXM views of Street View in first 3 days. 

PRHomepage feature on the NYT and garnered 110+ articles internationally

Film: 13.2M views to date on viral launch video and behind the scenes video

Social: Trended #1 on Facebook due to combined activation of 30+ influencers. Launch post on social was Google Maps' most successful post of all time (1696% above baseline).

Partnerships: 2M exposures from partnerships with REI, North Face, and Patagonia. 

 
 

All photos below credit: Google


Film: Scale Yosemite's El Capitan in Google Maps with Alex Honnold, Lynn Hill, and Tommy Caldwell
The film gave users a background into the iconic history of Yosemite and the legendary climbers who had dedicated their lives to this place. 11M views to date.

El Cap at Night
About halfway up the 3,000 foot route, El Cap Tower makes a comfortable ledge to stop for the night for Alex Honnold, Lynn Hill, and Tommy Caldwell. See the Street View here. 

Lynn Hill on the Jardine Traverse
Lynn Hill's fingers grasp onto edges not much larger than the side of a coin on the Jardine Traverse. Explore the Street View here. 

Tommy Caldwell on Pitch 15
The Dawn Wall, or the Wall of the Early Morning Light, gets this apt name because it catches the first light as the sun breaks over the Sierra Nevada mountains. On the most difficult pitch of the Dawn Wall, Tommy Caldwell must climb sideways in a long and strenuous traverse. Explore the Street View here. 

Alex Honnold on the Pankcake Flake.
A granite flake as thin as a pancake was formed when the left side of the wall overlaps the right, creating perfect handholds. Explore here in 360. 

Tommy Caldwell on Pitch 15
Tommy Caldwell spent 7 years piecing together a puzzle to climb the Dawn Wall, which is believed to be the hardest big wall climb in the world. On January 14, 2015, he finished it after spending 19 consecutive days climbing up the wall with partner Kevin Jorgenson. Explore more here.