American Skiing Company Uses Viral to Build Offline Database
To insure skiers and boarders hit the slopes in droves this winter, American Skiing Company, parent to Killington, Sunday River, Sugarloaf and others, has launched Skier Intervention, a viral site with characters that dish out tough love in hopes people will get off their butts, head North, buy a season pass, make American Skiing Company rich and...oh yea...get people to take up the winter's best sporting and leisure activity. After all, skiing's not just about sliding down snow-covered hills but enjoying warm fires, cozy condos, beer and cheese fondue.
So that we're not accused of simply crapping on every marketing effort that crosses our path, we suggest an alternative approach might have been to reach out to popular bloggers (yes, we know this is so cliche now but it does work) who ski and who have large, loyal audiences, offer them a free pass and, perhaps, some kind of incentive to offer readers and hope they write wonderful things about American Skiing Company resorts. Just a thought.