A Fantasy Backpack Creator

Backpacks are a cornerstone of the back-to-school merchandise that Lands’ End offers, and they wanted to increase engagement with their audience—both online and in store. Their backpacks come in a number of sizes, shapes and colors and can be customized as well. To deliver on that concept, we created a fantasy backpack creator: Packland. This interactive wonderland gives kids an adventuresome way to design the ultimate backpack, appealing to their sense of imagination.

At Packland, kids choose from various themes and colors as they build their customized backpacks within worlds of adventure, adding on all sorts of “pack art”—everything from rocket boosters and pirate hooks to tiger tails and butterfly wings.

As they build the perfect pack, they can change the theme (say, from “ocean” to “spy lab”) select a new color, tack on more art, and give their creation a name. The interactive demo, simple copy and over-sized buttons help guide younger kids through the experience. Once they’ve personalized a backpack to perfection, they can print it, email it to friends, upload it to their social networking sites, or share it on the Lands’ End Facebook page.

The real Lands’ End backpacks are one click away. Information on Pack Pal freebies (like mini-flashlights) creates an additional connection between the fantasy backpacks and the actual merchandise. In emphasizing in-store giveaways, we draw consumers into the Lands’ End brand. And by creating a fantastical journey along the way, we differentiate and enhance it...just in time for the back-to-school season.