Altitude Drop turned a ski film premiere into a game. The experience challenged skiers to unlock an exclusive film by matching its current altitude on the mountain. Launching at 13,000 feet, the film descended hundreds of feet each day over the course of a week. To gain access, skiers had to prove they were at the same altitude using their smartphone’s GPS, transforming a passive viewing experience into an active celebration of the sport. By reaching the most dedicated and influential members of the skiing community in the place they love most, the mountain, we reached the core the most influential target audience first.
CLIENT 6 BACKGROUND
General Snus is a Swedish brand that has long been favored by enthusiast in the ski community for its spit-less tobacco products. In order to successfully launch the brand in the United States, our team was tasked with creating a dynamic and engaging marketing campaign that would capture the attention and interest of ski enthusiasts across the country.
IDEA / INNOVATION
This ski film takes you on a thrilling ride through the breathtaking snow-capped peaks of the world's most majestic mountain ranges. With stunning cinematography and heart-stopping action, it captures the sheer adrenaline and excitement of skiing. But for the launch of the film we decided to reinvent the movie debut.
Rather than just posting it to YouTube alongside a mountain of ski films, we gamified the watching process the only way we knew how: by making skiers show their love for the sport.
Altitude Drop was an experience that made passionate skiers prove their altitude to unlock the epic ski film. To kick it off, the film launched at the 10,000 ft. And over the course of a week it carved its way down the mountain, dropping hundreds of feet everyday. To unlock the film, all skiers had to do was prove that their altitude matched or surpassed the film’s current altitude.
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