Last week I talked about how just because you want to try a new idea doesn’t mean you have to go all-in on it. The gist is summed up pretty well in this sentence:

“We love ideas and want to give them a chance, but we also shouldn’t be reinventing the wheel all the time if we have something that works.”

Alta’s approach balanced that nicely and I think this new pre-roll ad from IKON can be another source of inspiration in that regard.

IKON Pre-Roll

In this case, IKON kept with a consistent medium – YouTube – and started running it at a point in the season where risk is likely a little lower, but they added a very different tone from what we’ve seen from them before.

Keep in mind, also, that this has 25,000+ views at the time of writing. A good number, but a small number relative to their other pre-rolls that have more than 350,000 views.

Notice the classic brand colors they’ve done a fabulous job is weaving into their content and the number of aspirational/lifestyle elements they’re able to put into this campaigns.

It didn’t speak to me as much as others, but I love the creativity.

Digital FTW

The best part of this, though, is the fact that they’ll have some solid data around this experiment.

Print ads like Alta’s may be tough to gauge success relative to another, but a video is going to give you plenty of insights and metrics.

In other words, if you’re gonna try something new and you really want to get some instant feedback relative to your tried-and-true stuff, digital is a great place to start.

Nice work, IKON team.

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.