So, Paoli Peaks set up a boxzilla on Saturday.

“Wait, A boxzilla?”

Yeah, A boxzilla. They weren’t the first, won’t be the last.

“Um…”

Um, what?

“Um, why are you writing about something that someone has done before?”

Because it’s awesome, that’s why.

Don’t Matter
First, let’s dispel the myth that great marketing is all original. Sometimes, great marketing is just seeing what’s working out there and knowing if it’s a good fit for your mountain.

And Boxzilla is a perfect example. Remember the first such video uploaded to YouTube by The Canyons back in 2009?

Yeah, so that has a cool 411,000 views. But they did it the next year too (this time as Canyons Resort).

That one has 547,000 views. What about 2014?

A cool 227,000 views. Whitetail got in on the action too in 2012.

To the tune of 24,000 views.

In total, a half dozen resorts have uploaded Boxzilla videos to YouTube (with that exact name, “Boxzilla”) and these videos add up to millions upon millions of views.

Not About the Views
To be clear, this isn’t about views. This is about what the view represent.

Because these views are one of many indicators that skiers and riders love this concept. They love watching it, participating in it, imagining they could make it to the end if they tried.

So to Paoli Peaks I give a high five.

View this post on Instagram

Have you ever beaten Boxzilla? Want bragging rights and to conquer the beast? Carnival is this Saturday! https://www.paolipeaks.com/event/spring-carnival/

A post shared by Paoli Peaks Ski Resort (@paolipeaks) on Feb 26, 2020 at 4:30pm PST

For seeing opportunity in something that absolutely works, rather than something that’s simply unique.

Keep it up.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.