g8wave Powers Stratton Mountain's 10k Lift Ticket Give Away (g8wave)

Title: g8wave Powers Stratton Mountain's 10k Lift Ticket Give Away
Brand: Stratton Mountain
Category: Leisure/ Sports
Agency: g8wave
Region: Northeast U.S

Objective:

In a challenging economy, Stratton Mountain Resort was looking for a creative and personal way to vie for the ever decreasing amount of income consumers are allocating to entertainment. They are extremely confident in the experience they have created for skiers and their research has shown that once someone comes to the mountain, they become loyal skiers.

Solution:

During the ’07/’08 ski season Stratton and g8wave launched a mobile platform consisting of SMS alert registration, a mobile website, (www.stratton.com/mobile ) and a web portal linked from Stratton.com. Skiers were encouraged to sign up for news, alerts, special offers and download custom Stratton mobile content.

Due to the success in ’07/’08, Stratton decided that in ’08/’09, in addition to continuing the mobile program, they were going to give away 10,000 lift tickets, exclusively via mobile.

g8wave designed and built an instant win program through which skiers could text in and be notified instantly if they won a ticket. Those that didn’t win were encouraged to come back and play again the next day. After entering, consumers were also prompted to sign up for mobile alerts.

The program has been promoted on the mountain, on billboards, in print, online, and on public transportation.

Results:

Between the first week of November and the third week of February there were more than 100,000 entries and all 10,000 lift tickets were given away. In the process, Stratton more than tripled the size of their opted in mobile database.