how do you mountain? was shot at canyons in park city, utah. local residents and employees of the resort were asked how do you mountain?. their answers were recorded and used to spark a discussion within the outdoor community. in response, people were asked to submit how they mountain for a chance to win the ultimate mountain gig: a position at canyons, $40,000 for four months of "hard work", a suite at the waldorf astoria, and much more. the video responses were uploaded to a microsite. the campaign was promoted through digital ads, print ads and online social communities. based on our efforts over a 5 week period, there were 138k visits to the ultimate mountain gig micro site, almost 400 unique and high quality video submissions, and Canyon's facebook participation increased by over 20%. [created at CO OP]
