Salomon TV

UNSCRIPTED PART II

WHAT/WHEN/WHY/WHERE:

The ever-changing social media landscape is challenging long-form content creation. How does Salomon continue to tell brand stories, deliver engaging content, while still inspiring and connecting in real time with fans?

OPPORTUNITY:

Combine real-time social media with Salomon TV production to create cross-channel media and engage with fans. Hit the road using social media and fan-based polls to determine the outcome of the trip, where athletes ski, what they do, where they sleep and party! Salomon also used this project as a platform to help grow ambassador and lesser-known Salomon athlete profiles alongside bigger names. The trip involved local media and ski resorts to promote the story and build a social media following, while creating content for a SalomonTV release at a later date.

After 1350km and endless turns in fresh powder, the new chapter of #Unscripted in Colorado is a wrap. Salomon Freeski fans voted via polls on Instagram as to where Andrea Byrne, Drew Petersen and Josh Daiek skied, ate, partied, slept, and traveled for a week in Colorado. The ultimate fan-led road trip, watch the story unfold, despite a few mishaps along the way here.

RESULTS:

  • 7 days on the road, 130 IG stories, 19 total polls, 68k total votes

  • +5.8k IG followers gained

  • 1.3M reach on IG posts, 408k reach on FB posts

  • 3.5M Impressions on IG Stories/ 24k average reach per story

  • 67k engagements on IG posts

  • 46k views on SalomonTV video

  • Resorts and media engaged: Silverton, Irwin Lodge, SKI Magazine

  • PRO Team athletes involved: Andrea Byrne, Drew Petersen, Josh Daiek

    • Other athletes from Salomon and beyond: Woodsy, Erik Hilb, Greg Hope, Lelani Bruntz + group ski day with fans from Aspen.

Check out some of the Instagram Stories here.

PR Coverage by SKI Mag here

 

THE CHAIRLIFT

WHAT/WHEN/WHY/WHERE:

The ever-changing social media landscape is challenging long-form content creation. How does Salomon continue to tell brand stories, deliver engaging content, while still inspiring and connecting in real time with fans?

OPPORTUNITY:

A Salomon TV episode that is not only attainable by every-day skiers, but engages and includes them in the storytelling. Simultaneously film the episode and engage with fans using real-time social media stories.

THE RESULT:

  • 122k Views on YouTube

  • 45 stories on Instagram with over 730k impressions