Stanfield’s Gitchhiker is the follow-up campaign to the Guy at Home in his Underwear. The campaign followed Mark as he hitchhiked across Canada in his underwear to raise awareness for testicular cancer. Upon completion Stanfield’s donated $20,000 to the Canadian Cancer Society. Mark took to the streets in the winter of 2012.
With the team at Secret Location, we were responsible for managing the crew that traveled with Mark, building the app, and developing engagement with users. Users were able to follow the progress, challenge Mark to a dare, offer a treat or even a ride through a custom built Facebook app.
This was my first time as project lead. I integrated APIs, built the app and maintained it for accuracy through the life of the campaign. I outlined the database requirements for the Back End Developer and connected with the Facebook team in order to keep in line with their conditions.
The app required heavy use of Facebook and Twitter APIs. Using the geolocation data from the Twitter API we were able to track Mark as he tweeted his adventures. We used this data to update the map, import media, provide weather updates and drive user engagement.
