The key was to ensure that the opportunity to connect with teens lasted longer than the melting snow.We used the event to create content for subscription TV that would carry the brand beyond Bondi Beach and create the mass appeal needed. We extended the event by exploiting partnerships with snow sports to create content on subscription TV. Through Australia’s largest multichannel network we created a series of vignettes that played as short form programming.

The activity drove fantastic word of mouth amongst teens and created valuable, engaging content for the brand. This activity has set the benchmark for reaching our target – in 2006 we’ll see snow on even more beaches with a National rollout planned.