Mammoth Mountain Breathes New Life Into Old Advertising Medium
It is now a common practice for ski areas across the country to boast recent snowfalls and the opening of new lifts. Most resorts will advertise this via their website, twitter account, or in some cases a Smartphone app. These mediums have been proven to be highly effective in reaching avid snow sport enthusiasts who regularly check for updates but not for reaching casual skiers who are actively searching for condition updates. Mammoth Mountain has used the same strategy but fused it with in an old medium to display their updates to the masses. With David&Goliath, a small L.A. based agency, they have created a series of digital billboards that beckon skiers and snowboarders in the L.A. area to make the six hour trip to the mountain by creatively displaying new snowfall amounts recorded in the past 24 hours. These “Dump Alerts” are displayed on the digital billboards using information from the weather widget on the resort’s website. This is a great strategy that breathes life into an old medium; billboards for ski resorts have not been very successful in differentiating their competitors and providing useful information, most have the same basic taglines that merely state that they are open while this contains a call to action. This new campaign’s goal is to entice consumers with updates in hopes they will impulsively go on a ski trip based on new snow conditions. Although Mammoth is located a fair distance from L.A., I predict this campaign will be very successful, that is if Mammoth continues to accumulate snowfall.
Tags: billboard, LA, mamouth mountain, resorts, ski conditions, skiiing, snow, snowboarding, snowfall, twitter, update, weather reports, windshield
