As a resident of the town, Whistler Blackcomb has always been a prominent brand in my life. However, since my time at Sauder, and specifically with the focus on marketing I’ve been able to see the brand in a new light.
Specifically this winter I have noticed the effective use of earned media as well as co-creation. Whistler Blackcomb is fortunate in that their brand has many positive associations with which outdoorsman worldwide who wish to align themselves with. As a result WB has attracted a significant number of strong brand loyalists, which I’ve begun to notice the company has used leveraged through social media to the assisting them in their marketing and advertising efforts. Specifically, two WB promotions have stuck our in my mind over the past year:
- The ‘You Name It’ competition – In ancticipation of Whistler Blackcomb’s new quad chair going in this season the company held a competition encouraging WB enthusiasts to name the new Crystal zone chair lift. In addition to bragging rights the winner received a seasons pass for the 13/14 ski season or a $1000 gift card to Whistler Blackcomb as well as a chance for you and 3 friends to have the first public ride up the lift when it opens.
- ‘Snow Ready’ – A familiar term to anyone who has been following Whistler Blackcomb on social media this fall. Essentially Whistler Blackcomb’s promotion encourages users to compete for the best ski/snowboard ‘throwback’ on Instagram and Twitter with a wide variety of related prizes given out on a regular basis. A great way to get loads of user-generated content out there, get consumers excited for the upcoming season, and act a reminder for those not as actively involved with the brand to consider buying a pass for the season. Check out the quirky video that WB put together to kick off the campaign:
http://vimeo.com/76617645