Vermont-based Burton Snowboards established an entire snow sports industry over 40 years ago. Recently it partnered with Big Agnes to create a branded camping accessories line that includes tents, sleeping bags and more. Burton entertained various ideas for how to increase awareness of the new products, specifically in the British Columbia region where the company was hosting a private camping event with members of its pro team.
We decided a contest was the best course of action because it would allow us to target regionally while gathering interaction data and applying names to the company’s newsletter list. The first prize was a Burton tent and an invite for two to the private event. The Mountain Culture Group website was used as the platform and a landing page created with a form that collected various info, including email addresses. The contest was launched a month prior to the event and included social media posts and media coverage.
Before the first week of the contest was over it had exceeded the client’s expectations. Response rates were 60% higher than industry average and traffic to the website increased by 85% due in part to the contest landing page. At the end of the campaign Burton had collected contact information from all participants to apply to its newsletter following.