Most mapping apps are about getting you from A to B as quickly as possible, and forget about taking the scenic route. But Sanpellegrino's Sparkling Fruit Beverages has launched its own version, which is more about taking delight in your surroundings.
Delightways is an app that comes with a unique route to your destination; it might take in street art, quirky shops, food trucks, secret parks and unexpected views. It's launching in cities including New York, San Francisco and Chicago, where the recommended stops were identified through local influencers and Foursquare.
It was created by Ogilvy & Mather New York, along with partner agencies, Team N, Deep Focus, Epsilon, Active Theory, Revelry and Metavision. The campaign includes other elements such as a live event hosted by celebrity Shay Mitchell, an influencer program and social media support. It is part of an ongoing initiative from Ogilvy and Sanpellegrino, to help consumers discover "The Life Deliziosa."