Some details
To enter the contest, followers had to do two things: change their Twitter profile background to one of 4, contest-approved images and Tweet using the hashtag #WinSkiPassesB4OpeningDay. The winners got to enjoy a private ski experience the day before the resort opened. My first response to this promotion was initially excitement to see a unique award presented in a social, viral sphere. I felt it was lacking a few key elements,
but when I realized that everything – the idea, approval, contest, and award – all went down in the space of two weeks (actually less, see comments for details), I was very, very impressed. Twitter is full of white-noise promotions. Sunshine Village is trying things, being creative, and breaking through the clutter.A few reasons why I felt this promotion deserved this award:
- The award was incredibly unique
- It was viral in nature, requiring sharing (this contest was trending in Calgary)
- Ambitious implementation and upbeat voice running the show
- Short time frame, new guy on the job, no fear to go for it
The results were impressive, nearly 500 entries, a 7% increase in both Twitter followers and Facebook fans in the space of a week, and lots of pre-season buzz. Their social media guy, Shawn Alain, has mentioned they may take the lessons of this season and apply them to next.
