Killington Ski Resort (g8wave)

Brand: Killington Ski Resort

Company: g8wave

Objective:
Killington and Fulgent Media Group joined forces with g8wave, in an effort to reach out to skiers using their mobile phones and text messaging.  Killington was looking for new channels to market to their existing audience as well as find effective, measurable ways to establish a dialogue with potential customers.

Solution:
The first in a series of campaigns designed to encourage skiers to register for “Killington Mobile” has begun in and around New York City.  More than 300,000 drink coasters have been distributed in bars and nightclubs encouraging patrons to “text in”.  Those that sign up (by sending “kski” or “kride” to 22122) will receive instant offers as well as other exclusive opportunities throughout the ski season.    Such as equipment demos, discounted skiing, lodging, rentals, gear and apparel, invitations to special events, and more.  In early January 2006 the campaign was expanded to included outdoor media and public transit placements in New York and Boston.

Results:
This campaign will capitalize on mobile marketing’s greatest attributes, allowing interested consumers to act on impulse and receive instant, timely information sent directly to their most personal device, their mobile phone.   Registered “Killington Mobile” members will receive relevant, compelling information from the mountain all winter, establishing a new channel through which Killington can communicate with both their loyal skiers as well as more casual skiers looking for value from the mountain they choose.

About g8wave:
g8wave (“gatewave”) is a mobile marketing company and a division of the forty year-old Phoenix Media/Communications Group. The company operates both domestically and overseas, with offices in Boston and London.  The company has grown at a rapid pace by building technology and services that respond and adjust to the public’s evolving demand for mobile content, and delivering it via the mobile gateways effectively and efficiently.

g8wave has already introduced various mobile services in the US, Canada and Europe through its network of media partnerships. For more on g8wave, visit www.g8wave.com.