PLUSH TOY CASE STUDY # 4 - Technology Industry

Get the Signal from Groundspeak

Groundspeak is the pioneer in the geocaching industry.  Geocaching is a high-tech treasure hunting game played throughout the world by adventure seekers equipped with GPS devices. The basic idea is to locate hidden containers, called geocaches, outdoors and then share your experiences online.  Over the last 15 years this privately held Company has expanded from 3 founders to 70 full-time explorers obsessed with building a worldwide community of adventure seekers.  Their passion for interactive outdoor technology has planted more than 2,000,000 trackable gps treasures, they are explored in 185 countries, and have more than 6,000,0000 customers worldwide.  

In addition to blazing the trail in the hi-tech outdoor technology they provide us some very valuable lessons in brand creation.  First, they have an incredible story that is fun and easy to tell in less than 1 min and 37 seconds (See video).  Their story and company create a unique community that is an easily identifiable; yet has unending mission.  Like any organization of people once they join they are continually looking for ways to connect personally, maintain uniqueness, and simplify their message.  Early on in the brand development at Groundspeak they decided a frog with and antenna to receive a signal would be a perfect way to represent their brand.  Launching Signal the Frog® has manifested a frenzy of supplies that are sold to a community with his character likeness printed on them.  Check out their retail shopping website to see how Signal has become the brand stamp on everything from bowling shirts to water bottles.

  

Signal the Frog® has become as important a character icon to Groundspeak as Mickey Mouse is to Disney Corporation.  Developing a brand character is extremely valuable to organizations that have complex, unknown, and unique attributes.  Human nature allows our minds to simplify content and to think in terms of images.  A frog symbolizes nature.  Young children have been known to chase frogs.  Antenna’s on cars or radios are known for receiving signals.  Let’s face it, Signal the Frog ™ is a lot easier to way to introduce the term and sport geocaching than explaining cache’s, global positioning satellites, and trackable technology. 

 

Developing a character brand icon like Signal the Frog™ is the best way to introduce people to your brand in a fun and memorable way.  When your character is accepted by your community it will also create an additional profit center for your organization.   When you create a brand character that is in demand from your community, you are one of the few organizations that have a measureable value on your brand and ROI.  (Return On Investment)