Vail Resorts - “Vail Epic Mix Season 2”
Vail Resorts Management Company
|Title||Vail Epic Mix Season 2|
|Tagline||EpicMix Season 2|
|Agency||SapientNitro North America|
|Advertiser||Vail Resorts Management Company|
|Product Category||Transport, Travel and Tourism|
|Campaign Name||Vail Epic Mix|
|Country of Production||United States|
|Date of First Broadcast/Publication||November 1, 2011|
||The Mobius Advertising Awards, 2012 (Certificate) for Integrated Campaigns: Recreation, Leisure & Travel|
|Associate Creative Director
|Chief Creative Officer
||Mary Beth Gibson|
|Strategic Planning Director
In 2010, Vail Resorts launched the EpicMix experience that enabled guests at 5 different mountains to track their stats with RFID-enabled ski passes and share them with their friends. While successful, Vail Resorts had bigger plans for EpicMix and Season 2.
EpicMix Season 2 gives its guests incredible photos to share and re-live their vacation. Pro photographers are stationed all over the resorts to capture everything from family portraits to deep powder and big jumps. Sharing these hi-quality photos has been wildly popular with guests – and it’s growing at an exponential rate. The premium service offers the photos on EpicMix for free, and hi-res prints for a fee.
EpicMix added the Mountain ReMix – a scrapbook on steroids that displays your Vail experience through photos, achievement pins and personal stats in a beautiful Mondrian-style grid.
EpicMix can now challenge Vail guests with scavenger hunts that add fun and discovery to their experience. They also encourage guests to explore the mountain, get more out of Vail, and share their new achievements.
Guests can now save decades of great seasons and fantastic memories with EpicMix.
All of this was wrapped up in a beautiful design, a tightly integrated mobile-web-social ecosystem, and a new user interface that even works with your gloves on!
*280,000 social shares, including 100,000 photo shares in 1st month post launch.
*Social posts in the first month exceeded the total from all of last season.
*40,000 activations in the first 5 weeks, compared to 100,000 in the entire previous season.