PARK CITY, Utah ??вЂќ Skiers and snowboarders whose friends aren??в„ўt getting out on the slopes enough now have a tool to lure their former cohorts back to the lifestyle. An innovative flash-based “intervention” uses an array of characters, voiceovers and humor to catch the attention of the less-than-motivated skier or rider.
Thousands of “interventions” are expected in the coming weeks. The campaign to build early momentum for the coming season was launched by American Skiing Company (ASC) Friday.
The customizable cast of interventionists enables skiers and riders to deliver messages to their lapsed or infrequent friends that are quirky, pointed and hilarious. Among the seven characters are a pontificating backwoods psychologist, a Midwestern condominium owner and a spandex clad Austrian. The animated figures are intended to add levity to traditional advertising that relates to the approaching ski season, said Peter Troast, VP of Marketing and Brand Strategy.
“This program is built on the simple truth that skiing and riding is always better with your pals,” said Troast, “Skier/Rider Intervention is a lighthearted reminder that fall is here, snow will be falling soon, and they??в„ўd better start getting ready.”
The program also builds awareness for the All for One Pass??вЂќthe low cost season pass initially launched by ASC last season that provides access to six eastern resorts for as little as $369. Interventionists who refer their friends that buy an All For One Pass through this special promotion will be rewarded with prizes ranging from free lift tickets to pass upgrades and entries to win ski vacations at Steamboat or The Canyons.
The characters poke fun at various stereotypes related to the snowsports industry. For example, hip slangster Angus uses this intervention plea: “Remember that time I called you, and I was like, the conditions here are, like, prime-time dude?” And you were, like, no thanks, dude, I??в„ўm watching a cooking show. You said they were peeling shrimp. You left me stranded for some prawns, dude. That ain??в„ўt the old you.”
Users can customize their intervention with their choice of characters, resort background and headline. The site also enables text messaging to cell phones. Anyone receiving an intervention can in turn create one to send to their friends. In the few days since its launch users have sent an average of 3.5 interventions, an early indication that the program has touched a nerve, Troast said. “It??в„ўs easy to use and a heck of a lot of fun. We think this will be a great way to build awareness for the All for One Pass as the absolute best deal in eastern skiing.”
There are several All For One Pass products with varying benefits. The pass is valid at all of American Skiing Company??в„ўs eastern alpine resorts including Killington, Pico and Mount Snow in Vermont; Sunday River and Sugarloaf/USA in Maine, and Attitash in New Hampshire.