Stowe Mountain Resort is using the mobile channel to reward its loyalists with first-hand mountain news, exclusive offers, contests and event details.

The campaign has deepened skiers and riders affinity for Stowe and increased awareness of events and resort amenities. Additionally, the campaign leveraged the voices of Stowe advocates to help the resort grow its base of connected consumers.

"Stowe's mobile marketing programs are connecting on-mountain passions with off-mountain reminders via a medium each of us uses everyday,? said Cavan Chasan, senior digital planner at Kelliher Samets Volk, Stowe?s New York-based marketing firm.

Kaooga is powering the mobile campaign.

Consumers can sign up for Stowe?s SMs program on the resort?s site at http://www.Stowe.com/300giftcard.

Additionally, consumers could text either STOWE or COLLEGE to the short code 89800. The purpose of having two keywords was so that Stowe could build a segmented database and message out appropriately.
 
The call to action for the COLLEGE keyword was promoted on campus handouts, Twitter, Facebook, handouts at the local Burlington Marketfest event in downtown Burlington and an annual Burton sale

For the STOWE keyword, the call to action was promoted via NYC transit advertising, post cards circulated through the local Stowe footprint, Twitter, Facebook and handouts at a local Burlington Marketfest event.
 
The calls to action promoted a chance to win Stowe gift cards redeemable at the resort as well as mention of valuable on mountain rewards, e.g. win a pair of skis or move to the front of the lift line.

As the season progresses, Stowe is using the mobile channel to engage opt-ins on a weekly basis and deliver timely alerts and offers that can be enjoyed on their next trip to the mountain.

Stowe is using mobile to silo very specific databases from general snow reports to college student season passes and mountain gift cards.

Why SMS?
Text messaging is the primary form of communication for people ages 13-34. In fact, 86 percent of the population 13 and up own a mobile phone, per comScore.

Ninety-five percent of existing mobile contracts have SMS built into the agreement and more than 90 percent of text messages are opened and read compared to less than 40 percent of all email solicitations.

So it is not surprise that Stowe Mountain Resort is banking on SMS for customer outreach.

"Stowe is ahead of the curve- especially when it comes to mobile,? said Dave Everett, CEO of Kaooga, Boston. ?Their Mobile promotions are highly targeted to skiers looking to stay in touch with Stowe.

?Once again, this truly shows the power of mobile and the effect it has on the ski resort industry," he said.