Big snow was piling up in January 2017, and with no sight of it slowing down, the team recognized the need to brand this historic snow event to generate buzz and excitement that would establish California as a ski destination that receives the most snow. The #januBURIED social media campaign was launched and instantly focused local, regional and national attention around California's record setting storms with Squaw Valley Alpine Meadows at the center of the conversation. In a few short weeks, the #januBURIED social media campaign went viral, generating 16.6 million impressions and produced over 168k social engagements.
#januBURIED Photography Strategy
282" of snow covered our Lake Tahoe, California ski resort in a beautiful blanket of white during the month of January. Creating content that allowed our fans to see this snowfall in context helped tell our story better. We focused on finding ordinary objects throughout the resort buried under snow.
#januBuried Content in Action
Squaw Valley Alpine Meadows contributed 175 pieces of content alone to the #januBURIED campaign. In total, over 5k pieces of content used #januBURIED.
#januBURIED Landing Page
The team created a custom landing page that highlighted januBURIED at Squaw Valley Alpine Meadows
User Generated Content Album
Displayed UGC (user generated content) on the #januBURIED landing page to show off the incredible content our fans were capturing and sharing. This then encouraged others to share their stories.
Photo gallery allowed users to visually see the impressive snowfall along with facts, such as being 305% of the January average snowfall on January 20, 2017.
Mountain & Travel Resources
We experienced a spike in demand and visitation due to significant snowfall. Our objective was to point guests to one location that had all relevant resources to make the most of their Lake Tahoe trip. Resources included: real-time lift & trail status, snow report, mobile app, weather, snowfall tracker, real-time road conditions, operations blog and ways to save on lift tickets.
Integrated #januBURIED Marketing Campaign
Communicated through our email campaigns
News of #januBURIED was shared by regional and national publications including:
- The Washington Post
- Good Morning America
- LA Times
- SF Gate
- NBC Reno
- Sierra Sun
Total combined UVM online, national and local viewership: 187 million
"In 2017 alone, since January 1, we've had 460 inches," said Sam Kieckhefer, a spokesperson for Squaw Valley Alpine Meadows. "Our season average is 450 inches. We received more snow since the start of 2017 than our average season." - SF Gate Article
Social Media Influencers
Influencers offer an authentic way to talk about our brand and increase word of mouth marketing. These individuals or brands increase social media impressions, allow our product and unique experience to be front and center to their audience and drive traffic to our website.
Key brands, athletes and ski resorts joined the #januBURIED conversation
- Visit California (235k followers)
- Capita Snowboards (98k followers)
- Michelle Parker (71k followers)
- Ski Magazine (60k followers)
- Kaitlyn Farr (48k followers)
- Tahoe North (44k followers)
- KOLO 8 (39k followers)
- Chuck Patterson (30k followers)
- Hannah Brie (26k followers)
- Travis Ganong (19k followers)
- Alpenglow Expeditions (19k followers)
- NOAA Sac & Reno (19k followers)
- Snowbasin (23.5k followers)
- Mammoth Mountain (288k followers)
- Ski Utah (52.3k followers)
Over 5k pieces of content shared using #januBURIED
16.6 million potential impressions generated by #januBURIED on Instagram & Twitter
168k total social engagement using #januBURIED on Instagram & Twitter
- 7.3% increase on Instagram (81.3% increase from previous period)
- 7.2% in crease on Twitter (288.6% increase from previous period)
- 2.5% increase on Facebook (186.7% increase from previous period)
Squaw Valley Alpine Meadows generated more buzz and engagement in the month of January with the #januBURIED campaign than competitors produced all season.
Fun January 2017 Facts
- Over the past 45 years, Squaw Valley Alpine Meadows' January snowfall has averaged 70 inches. With 282 inches in January 2017, Squaw Valley Alpine Meadows received 405% of average in January 2017.
- The resort's record snowfall for the month of January came during the 1981-82 season with 175 inches. In January 2017, Squaw Valley Alpine Meadows received 161% of that accumulation.
- The average snowfall over the past 45 years from the start of the snow year in November, through the end of January is 176 inches. This season, Squaw Valley Alpine Meadows received 387 inches through January of the 2016-17 snow year, more than double what is average at that time of year
- The average annual snowfall for Squaw Valley Alpine Meadows is 450 inches. By the end of January, the resort had received 86% of average for the entire winter.
- The record snowfall in one single month over the past 46 years was 241 inches (March, 2011). With 282 inches in January, 2017, Squaw Valley Alpine Meadows surpassed the record snowfall for a single month.