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PLAY TO CONVERSION

Killington staff used the resort’s website and blog to tell Ride the Magic Page 5
the story across all social media platforms, generating an offers a new cross-
explosion of user-generated contributions with the official generational touchpoint
hashtag #beastworldcup. for these consumers,
“Social networks blew up for us,” said Rob Megnin, who can play their way
Killington’s director of marketing and sales. “Through to rewards even from
social media and traditional advertising, the pick-up on the comfort of home. A
story lines exceeded 100 million impressions.” web-based platform, the
Contributing to the anticipation about the upcoming game can be accessed
races was a series of YouTube videos the Killington team through any browser—
developed to engage viewers and build interest in behind- no app download
the-scenes preparations. One humorous production required. With one
features a philosophical, bare-chested snowmaking drill click, users can play for
sergeant who at one point intones, “I love the sound of free and also share the
snowmaking in the morning.” Another video contains game with friends on
artistic footage of the actual production of the glass- Facebook and Twitter.
blown World Cup trophies, while yet others feature resort Boreal worked with
executives in roundtable discussions on how to prepare two branding and design
for the sheer spectacle of a World Cup race. While companies (Hovercraft Boreal Mountain Resort
entertaining, the videos also support brand elements, Studio of Portland,
including snowmaking, early opening, the resort’s Ore., and Legwork
operating transparency, and passion for Killington. Studio of Denver,
Overall, the high-quality, engaging content Killington Colo.) to develop the Boreal Mountain Resort went retro
right balance of old-
churned out over the many months leading up to the Cup Landing Page with an addictive gaming app that
offers players a reward at the end:
Game Play
built awareness and interest in the races and in the resort school sound, look, and special notices about discounts Game Over Screen Reward Screen Web Store
itself. Over the weekend, a record-setting 30,000 people feel with new-school and other deals. The program also
attended the event to cheer on the fastest female alpine racers technology, including collects geolocation data and key
analytics for the resort.
on the planet. The resort reported a 16 percent increase in a landing page that
visits for that weekend compared with the previous year, allows the resort to
proving that Killington’s marketing campaign truly was a update content regularly. On the back end, the game collects
world-class success. geolocation data as well as key analytics such as gender, age, and
psychographic insight into other interests.
BEST USE OF MOBILE TECHNOLOGY Within the first three months of the game’s launch
BOREAL MOUNTAIN RESORT, CALIF. December 2016, Boreal tallied 12,000 sessions—77
percent of whom were identified as new visitors to the
Remember Zelda and Pong—the classic 8-bit Nintendo resort’s website.
video games from the 1980s? You could zone out for hours. “This was the coolest thing I’ve seen as far as outside-
While Boreal’s new Ride the Magic downhill skills video the-box thinking that’s having a solid impact,” said one of
game may have a similar addictive effect, there’s actually a the awards judges. “Boreal took gamification to a whole
tangible reward for playing: special notices about discounted new level.”
lift tickets and other deals. What better way to incentivize
click-through than that? BEST SOCIAL MEDIA CAMPAIGN
Boreal’s web traffic is 54 percent mobile, with primary SQUAW VALLEY | ALPINE MEADOWS, CALIF.
demographics consisting of Millennials, Generation Z, and
Generation Z parents, markets known for their affinity When record-setting snow began piling up with no sight
for technology. “We can’t expect to remain relevant in of slowing down in January at Squaw Valley | Alpine
a culture focused on distraction with only traditional Meadows, the resort seized the opportunity to brand the
advertising,” stated Matt Peterson, Boreal’s vice president historic event and generate buzz and excitement about
of marketing. “We need to be where our audience is: skiing and riding conditions that were truly epic. Fully
their phones.” embracing the extraordinary situation, the resort launched

SUMMER 2017 | NSAA JOURNAL | 55