Most know Nature Valley for its classic Oats N’ Honey granola bars but just as the brand’s product line has continued to evolve, so has its dedication to America’s parks. Last Thursday, Cone Communications helped the granola company launch into the digital space with a new platform called Nature Valley Trail View – designed to expand upon the brand’s commitment to preserving our national parks.
Nature Valley Trail View, announced on March 7 by the New York Times, encourages outdoor exploration and education through 300-plus miles of immersive national parks content, including interactive guides and panoramic views of trails at three iconic parks: Grand Canyon, Great Smoky Mountains and Yellowstone. The new platform debuted to media and technology influencers on March 11 at the internationally recognized South by Southwest (SXSW) Interactive (SXSWi) Conference and Festival Mashable SXSWi House in Austin, Texas.
Nature Valley is a longtime supporter of our country’s outdoor heritage. Through the “Preserve the Parks” program – a partnership between Nature Valley and the National Parks Conservation Association (NPCA) – the brand encourages Americans to get outside and enjoy our beautiful national parks, while raising funds for their preservation. For more than two years, Cone has worked alongside the General Mills-owned company providing strategic counsel and helping to further develop its partnership with the NPCA to generate awareness for parks’ critical needs. In 2012, funds raised for the NPCA will top $1 million.
So, as you’re virtually hiking a trail in Yellowstone National Park during National Parks Week (April 21 – 29), make sure to take a water break on the Nature Valley Facebook page. By visiting the page, nature lovers can help support NPCA restoration projects; for each Facebook “Like” during this time period, Nature Valley will donate $1 to the NPCA, up to $50,000. In the meantime, we’d love to hear your thoughts on the new platform – share them with us on Twitter (@nature_valley) with the hashtag #TrailView.
Kristin Flynn is an Assistant Account Executive in Cone Communications’ Brand Marketing group.