The National Audubon Society asked us to introduce birding to a new generation as something relevant and, in their words, “cool.”
So we took birding online, releasing thousands of beautifully rendered 3-D birds on the Internet for fledgling birders to spot. Birding the Net was a month-long online scavenger hunt and social media game that spanned over 200 websites and blogs, creating both obsessive behavior (missing sleep, skipping work) and camaraderie, with newly minted birders planning to go out birding together in the real world.