Camp Ape designed and launched a digital pass activation for the Route 66 Centennial kickoff—a gamified campaign that turned visitors into collectors. Participants signed into physical stations along the route to unlock digital badges and earn limited-edition merchandise: custom t-shirts, stickers, and magnets. The results spoke for themselves. The campaign drew 600 participants at launch, with 1,000 more joining the waitlist by end of week one. Merchandise sales hit $6,000 in the first week alone, then doubled by week three as word spread and visitation climbed. It's the kind of campaign that gets people off their phones and onto the road—exactly what Route 66 deserves.