If the Kootenay Rockies is known for one thing, it’s their Champagne Powder. For ski and snowboarding enthusiasts, it’s a paradise. Every couple years, Kootenay Rockies Tourism runs a competition to find the Ultimate Ski Bum: 3 months of living and skiing in the Rockies for free. 8 luxury resorts. 15 days of heli and cat skiing.
We took the competition into the digital realm.
First we helped Kootenay Rockies brand their Facebook page as the Powder Highway…a hub for all conversation ski and snowboard related. Then we launched a contest designed to be shared among enthusiasts. Over 4 weeks 4,700 people joined the fan page, posting pictures, comments, and stories. The competition was fierce; one guy even tattooed the phrase Ski Bum on his ass and sent in the picture. The campaign saw over 11,000 “Stories Talking About,” shared to an audience of 2.1 Million, with nearly 5,000 passionate Skiers and Snowboarders posting their original content to the Powder Highway fan page, which is now arguably the authority on skiing activities in the region.
Agency: Think! Social Media
My Role: Digital Producer