Interactive ad: Peak Performance: #justaddski

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Top 6: October 14th 2015

Peak Performance is calling on skiers from all over the world to start the season early by taking photos that add skiing to their normal lives.The aim is to capture all aspects of … read morethe ski season under the hashtag #justaddski; starting off with the long wait, the anticipation, pre-training and then switching to powder turns, drops, the good times with friends and touring to that special peak.Each photo uploaded will help charge up a snow machine at the Hintertux Glacier at Zillertal in Austria. The more pictures uploaded, the more snow it will produce.Agency: Perfect Fools Sweden

Consumers who #justaddski will also earn the chance to win premium items from the new Peak Performance Ski Collection, with more prizes becoming available as the fresh snow builds at the Austrian glacier resort.

The campaign, created by Perfect Fools together with Peak Performance, is designed to celebrate their new ski collection and encourage skiers to start their season as early as possible by contributing to the activation.

It aims to build Peak Performance’s Instagram following, All hashtagged photos will be published at www.justaddski.com, where consumers will also be able to see the snow pile up throughout the campaign.

The competition will run for a month, with the best overall photo winning a trip for two to the Hintertux Glacier at Zillertal.

The campaign will be activated in all Peak Performance social channels, in retail and among partners and distributors worldwide backed up by PR targeted at sports and fashion press as well as targeted pre-rolls and digital banners.

“Half the fun of the ski season is anticipating each outing. We wanted to celebrate that anticipation and get consumers to show the world just how much they were looking forward to hitting the slopes. With each photo powering a fresh snowfall from our snow cannon we are literally bringing the start of the ski season forward,” said Philip Arvidson at Perfect Fools.
”One of the beauties with skiing is that even if you just ski a couple of days per season, you’re a skier in your mind all year around. Preparations for the season starts early and the memories live for ages. With #justaddski we want to gather images from all over the world to get people fired up for the ski season and to continue to share images from their ski trips around the world until the season ends” says Jeanette Francke, PR & campaign manager at Peak Performance.

Film on YouTube at https://www.youtube.com/watch?v=fLGbBa5eSMc read less...