Ski-Doo: Escape Mountain

Snowmobile maker Ski-Doo appealed to younger skiers and snowboarders with a TV and online episodic content series and grew market share to a record high in North America.

Campaign details

Brand: Ski-DooBrand owner: BRPAgencies: Touch�!, AnomalyMarket: North AmericaIndustries: Content marketing, Online display, Online video, Social media, Television, Websites & micrositesMedia channels: BanksBudget: 500k - 1 million

Executive summary

With winter coming later and later in the year, it is harder than ever to drive incremental sales in the saturated snowmobile industry. Therefore, we needed to bring new entrants to the category and turn a younger, cooler generation of deep snow riders (and their skiing and snowboarding friends) on to the Ski-Doo brand.

We decided to...

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