Student America chases a rabbit across the States.

Having created a new brand and website for TextbookRush we were tasked with creating something epic to mark the occasion. We created a giveaway promo making innovative use of Google Street View. The search-to-win game was an internet first, upping the ante in the ‘gamification’ of online retail.

Players followed brand hero Rush the Rabbit as he travelled across virtual America visiting campuses in all 50 states in 50 days. Visitors to the site were invited to navigate through the virtual neighborhood around 1000’s of colleges. Spot Rush the Rabbit and you could win a daily bounty of $500.

We developed a backstory on Facebook, crafted as a superhero comic strip. State-targeted Facebook ads and posts grabbed the attention of a fresh audience every day. Social media reach was 20 million, we earned 10,000 new likes on the TextbookRush Facebook page and 90,000 site visits.

Rushing America was innovative and playful. It really was a ground-breaking idea, and the perfect way to launch our new brand and share the spirit of our company.

Phil Smyres, CEO, Textbookrush

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