Cabela’s & Rapala teamed up to send 6 anglers on a 5 day challenge through a 100 mile stretch of the famous Lake of the Woods to see how many fish they could catch using only the new Rapala Scatter Rap lure. This website documented their trip.
The Lake of the Woods is a dream fishing destination for any angler. The site design uses large, scenic, slow-panning background images to immerse the visitor in the Lake of the Woods fishing experience. The first person perspective lift shot of a bass with a Scatter Rap still in its mouth further reinforces the feeling of "being there" and gives a nod to our hero product.
For the site to be really successful, it had to be “sticky.” To keep our visitors coming back, we ran a Facebook contest where our fans could guess how many total fish our anglers would catch. The closest guess would win the Cabela’s and Rapala gear used on the Challenge.
The Fish Counter and Trophy Catch widgets are always on screen across every page of the site. During the live event, they displayed the current total fish count and the biggest fish caught. The map on the home page showed the real time progress of our anglers.
All of the fish count, angler progress and trophy catch data was stored in one PHP file. This file stored scheduled values for every hour of the Challenge. The code grabs the start and end fish count values for the current hour and compares it with the current second within that hour. Then it outputs a current fish count value using linear equations. The home page map, fish counter page and widgets use AJAX to call the scheduler PHP file every 30 seconds and retrieve current values.
Our analytics showed that our visitors are accessing our websites using a wide variety of browsers and devices. Both iPhones and iPads are in our top five most popular screen resolutions. Conversely, a fair amount of our traffic is still using Internet Explorer 8.
The site is built to support IE8+ and optimized for responsive viewing on mobile devices. All the media embedded in the blog is also responsive, including photos, YouTube videos and Google maps to share our trophy catch GPS waypoint locations.
I designed and developed the website, whose look & feel was ultimately adopted for use in all national advertising. Over the course of the 5 day event, I published 45 blog posts to the website. I created and managed the Facebook and YouTube pages. I produced map and leaderboard motion graphics for the Scatter Rap Challenge TV special aired on Fox Sports North.
The Scatter Rap Challenge trip was the concept of Rapala President, Tom Mackin. All marketing and planning for the event was orchestrated by Marketing Director, Kelly Brockpahler. The Scatter Rap Challenge logo was designed by Creative Director, Bob Bussey. All copy, videos, photos and content on the website was created by the In-Depth Outdoors team. Hero fish lift photo by Wired2Fish.
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