Ski Utah

PROJECT: Guess the Dump Campaign
MY ROLE: ACCOUNT MANAGEMENT & COMMUNITY MANAGEMENT

For Ski Utah, I worked with a small budget to create a strategy to acquire new email addresses for the 2016-2017 ski season. We came up with the "Guess the Dump" concept, where skiers and snowboarders could guess the date and location of Utah's first “monster dump” of the season to win the shredding trip of their dreams. Using a series of animations and graphics, we ran web click ads on Facebook and Instagram and influenced Ski Utah's biggest partners (Outside magazine, Rossignol) to use the campaign content in their own branded email newsletters and promote Ski Utah for free. With this combination of advertising and earned media, Ski Utah acquired over 20k email addresses - a record high for the brand, and a 200% increase on the previous year’s campaign.