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Inspiration
How Perfect North went analog with a really smart campaign.

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GREGG
BLANCHARD
       

It’s tempting to call this campaign “social” because it is.

But painting it into such a corner is much too narrow a view on something I think is brilliant and valuable far beyond how many shares or likes or comments it may get.

Let me start by showing you what I’m talking about.

Designed by Steve Pope of Epop Studio, these two 7’+ tall words made out of steel sit at the base of Perfect North Slopes in Lawrenceburg, Indiana.

The idea is simple: create a physical object people can become part of and, thereby, take their picture with. And, yeah, people are.

View this post on Instagram

70 degree snow day! #perfectnorth #ilovemyjob #snowday

A post shared by Megan Holthaus (@megan_the_dragon) on

Again, I think this is really clever, but as I mentioned, I think it goes far beyond metrics we typically measure content by because skiers are visual people. And visual people like to look at photos, yes, but they also like to take photos.

Creating Visuals
When you’re an Aspen or Snowbird or Big Sky or Whistler, you have the visual luxury of incredible vistas at every turn. At the top you’ve got bowls and peaks, at the bottom you have amazing architecture and beautiful towns, and in between you have long runs with deep snow. In other words, all the visuals your skiers would ever need are baked right in (to a point, I’ll talk more about that tomorrow).

But when you’re in Indiana…well…you don’t. The skiing may be great, but the visuals are harder to come by.

So what do you do if you’re short in the naturally amazing visual department but your prospective customers are extremely visual people? If you’re Epop and PNS the answer is simple; you create one. A small thing, but when you look at the value, it’s a brilliant move.

P.S. – This is a much bigger topic so, as I alluded to earlier, I’m going to explore this more tomorrow.


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