Nature Valley Turns Quarters into a Park Adventure on Earth Day

Cartoon drawing for Nature Valley's Adventure Quarters campaign

In an effort to increase national park attendance, Nature Valley teamed up with the National Park Foundation to create a mobile-first, commerce experience known as Adventure Quarters. The 19 billion special-edition “America the Beautiful” quarters include designs of the 63 national parks across the United States. By simply scanning one of these quarters, consumers were brought to the Adventure Quarters website where they unlocked a year-long national park pass as well as instant rewards, fun facts, and discounts on Nature Valley products.

In order to bring this idea to life, VMLY&R COMMERCE used the innovation lab to train a tensorflow machine to recognize over 1,100 images “American the Beautiful” quarters. Users were then able to scan their quarters and enter into the program without downloading the app.

Teaming up with Zac Efron, a well-known nature advocate, Nature Valley gave away 10,000 annual national park passes, along with a donation to the National Park Foundation and the planting of 100,000 trees in partnership with the Nature Conservancy.