Heavenly Snow Cone Truck
Tuesday, October 18, 2011 at 02:09AM 
After becoming Vail's AOR, BBDO SF's first project was to help launch and spread awareness around Heavenly Mountain's season pass for 2010.
With limited budget, the agency designed and skinned a Snow Cone truck, hired 2 improv actors and dubbed them as "The Snowconers". Our goal was to show that there was so much snow on Heavenly Mountain, we'd bring it to the Bay Area.
With limited budget, no media buy, and a lot of snowcones, BBDO decided to take the story of the brand completely through social media. I was responsible for the community management aspect of the Snowconers, leveraging the influence of the snowcone truck via the hashtag #snowconers, interacting with ski/snowboard enthusiasts, and executive online Twitter giveaways.
The team gained approximately 516,421 earned media impressions from Twitter alone (not to mention a fancy NYT article).
PR, community management, heavenly, snow cone truck, street team, vail