When Deer Valley Resort wanted to reach the Gen Xer’s and Y’s to market the Freestyle FIS World Cup, they turned to social networking and new media distribution like YouTube. Erin Grady, Deer Valley’s Communications Manager, worked with the Park City Chamber and Visitors Bureau to create a short, 5 minute Video Podcast that could be uploaded to YouTube and linked to blogs, MySpace pages, and web sites where local skiers hang out. “We knew that the younger crowd gets a lot of their information through interactive mediums, so that’s why we selected social media and podcasting,” said Grady. Since the event includes free concerts from The Samples and The Wailers (the reggae band made famous by Family Man and Bob Marley) in addition to the freestyle competition, the web is a perfect medium to reach out.
Video was selected because watching some of the world’s most incredible winter sports athletes perform aerials, flips, and amazing moves is something that has to be seen. The video also highlights scenes of downtown Park City Utah which helps promote tourism for the Park City Chamber to those who want to use the web to see the destination and what is offered to those who visit.
Freestyle FIS World Cup is being held January 11 - 13, 2007 at Deer Valley Resort in Park City, Utah.
If you want to approach genY genX’ers don’t use outdated, low budget, dull production techniques to try and get their attention. In the era of the 10 frame jump cut this video is too slow, too cliche and waaaaaaay too long to get anybody’s attention.
Pnautilus thanks for the feedback. Love to speak with you offline and get more of your advice.
Had a great follow-up call with pnautilus, a 24-yr old Millenial. His comments count as he fits the category and is in the marketing communications field. His advice (which I really liked): create a 30-second, fast-paced promo “ad” for the masses and then let people who want more info go to the “longer” clip.
Thanks pnautilus!