In December 2007 we launched "The Mountain Comes To Life" campaign with a fifteen-second teaser spot, which introduced an anthropomorphized version of Buttermilk Mountain, the site of the event. Two thirty-second spots, and four posters featuring athletes improbably jumping snowmobiles and snowboarding over the shoulders and arms of the angry beast soon followed. We decided to forego a website and instead created our own urban legend in the form of a highly engaging viral campaign. The viral included, eight videos, five fictitious websites, and over twenty fictitious characters with full back stories to lend the legend credibility.The highly engaging campaign captured the attention of both mainstream sports fans and action sports enthusiasts, boosting ratings over 20% from the previous year.
Print:
Web Video: Snowboarder Attack
Ski Attack On Buttermilk Mountain
Russia Weighs In
Online: Buttermilk Is Alive
I Am The Gooch
Rusty Truth
GrassRoots:
Event: Jim Vaile's Sandwich Board Disciple
PSA Warning Posters
Jumbotron PSA's
Winter X Games 12
