Case Study for Agency
03-1012413-631

CASE STUDY
Thursday Dec 22, 2005

Client: Warren Miller
Project: Design-Win-Ride to Higher Ground contest

“We’re getting close! Thanks to everyone for all the effort that has
gone into this. You’re all making me look good. People here are stoked
about this thing.” – Justin, Warren Miller
“We see Warren Miller every year to charge up our ski season. We love
to hear Warren's voice as much as we love the fun ski, snowboard,
tele scenes. Thanks for a job well done.”
– Contest Participant
“This contest is an awesome idea!”
– Contest Participant

SITUATION
Warren Miller Entertainment® is the most respected name in action
sports cinematography, capturing the best of winter sports since 1949.
In 2005, the company debuted their first Snowboard action film at the
yearly Warren Miller Film Tour.
The objective of this campaign is to raise awareness and excitement
about Warren Miller’s first snowboarding film; Higher Ground. The
ultimate goal is to drive theatre attendance in the US States of
California and Arizona.

SOLUTION
Our company developed and designed an online interactive contest
entitled Design-Win-Ride to Higher Ground.
As the name suggests, contest participants designed and submitted
artwork inspired by the Higher Ground film in order to win prizes.
The Grand Prize Winner received a Revolution MFG Snowboard customized
with their winning design and a trip to Heavenly Resort. Other prizes
included CamelBak Hydration Packs and Higher Ground Prize Packages.

Media support included:
400,000 person email blast and banner advertising on Warren Miller’s
Higher Ground website
600,000 impressions on the Colonies Networks (Freeskiing.com and
Snowboard.com)
Text Link on Snowboard.com and CamelBak.com
Weekly Email blasts (Nov 9 – Dec 16) to contest participants to
encourage submissions and ranking (sent by THRG)
Email blast and Text Link on Revolution MFG site (RideHarder.com)

RESULTS
In combination with other marketing tactics, ticket sales in California
increased and sales in Arizona went up in all three markets:
(% difference in ticket sales 2004/2005)
Phoenix: 78.52%
Tempe: 14.8%
Tucson: 24.3%

Warren Miller reported that the 2005 Film Tour was one of the most
successful film tours in a long time.

Quotes
“Thanks to everyone for all the effort that has gone into this. You’re
all making me look good. People here are stoked about this thing.” –
Justin Happel, Warren Miller
“We see Warren Miller every year to charge up our ski season. We love
to hear Warren's voice as much as we love the fun ski, snowboard,
tele scenes. Thanks for a job well done.” – Contest Participant

“This contest is an awesome idea!” – Contest Participant