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So there I was, swinging by Instagram just to check the usuals before jumping back into a series of meetings when I saw it: snow.

My local hill may not make it through the weekend, my kids are about ready to shovel off the last of the snow to hasten the arrival of spring in the backyard, yet Mammoth had uploaded footage that made me feel like it was still mid-Winter.

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I’m probably not the only one in the same boat, especially in Mammoth’s markets that include slightly less mountainous and slightly warmer regions that Utah where I call home.

Now, to be sure, that video – and the other places they shared the news – got a ton of reach. Over 22,000 likes and counting on Instgram alone. But after work I was doing a bit of research around Ikon’s rollout when I decided to check Unofficial to see if anything showed up there.

And something did, but not about Ikon.

Listen, does every bit of news need a takeover like this? No. But when you’ve got an amazing story and you want everyone to hear it, I love the fact that Mammoth went all in on one outlet to make it impossible to miss. This was helped not just by filling every ad spot, but by a super simple, to-the-point message:

• It’s snowing
• Fresh snow if falling
• Get up here

I love this tactic for a moment like this in Mammoth’s season.

Now, you may have realized that Thursday was also Ikon’s launch day of which Mammoth is a member. On their homepage they played one more clever card by combining the Ikon message with their snow storm message so each supported the other.

Good stuff, Mammoth.

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.