bringing the mountain to the masses: new media and immersive marketing

Bringing the Mountain to the Masses: New Media and Immersive Marketing

Paul PinchbeckBernice Allinson

We put the mountain in

your living room.

2008

2010

70 millionAmericans own a tablet.

Source: The Pool

1 in 4Americans.

Source: The Pool

20%of the U.S. population owned a TV within 6 years.

Source: The Pool

50%+of the U.S. population will own a tablet this year.

Source: The Pool and eMarketer

780 millionTablets owned by 2017.

Source: Forrester

WHAT DO PEOPLE DO ON

TABLETS?

The Brief

Awareness.

Excitement.

Trial.

AdventureSeekers.

UrbanDwellers.

Tech-savvy.

THE BIG PROBLEM.

Not so memorable.

Not so interactive.

Limited size and format.

Tell me.

I’LL FORGET.

Show me.

I’LL REMEMBER.

Involve me.I’LL UNDERSTAND.

Inventa new experience on tablet.

18xHigher than the average desktop CTR.

2xhigher than the average interaction rate.

88%of users played the game.

69%of users played the game again.

5 minuteshanging out discovering Blue Mountain.

5xhigher than the average non-food coupon redemption rates.

HOW

oneDesign for the medium.

TABLET-IZE.Exploit tablet design and interaction.

SPEAK TABLETTAP, SWIPE, PINCH

GIMME.Humans want to dig deeper, get involved.

twoUse the right ad format.

FIT MY WORLD.Be personally or contextually relevant.

threeMeasure success differently.

R.I.P. CTRs

HELLO Engagement Rates

DONUTS FOR ALL.

THANK YOU.

Bernice Allinson - Associate Creative DirectorRain43647-987-9015

John Yorke - PresidentRain43 416-318-1804 Ext. 300

Paul Pinchbeck - Director, MarketingBlue Mountain Resorts705-445-0231 Ext. 6202