Monday, December 14, 2015

Ski Resorts & Social Media: The EpicMix Case of Study (1)

On September 2010 Vail Resorts Launched EpicMix.
EpicMix, is a first-of-its-kind online and mobile application for skiers and snowboarders. EpicMix allows Vail Resorts guests, at any of its mountain resorts to effortlessly utilize technology to digitally capture their ski and ride experience and share it with friends and family. They can access EpicMix online, at their computer or via a free mobile application that can be downloaded for the iPhone, Android or other smart phone.
"The rapid growth of social media has given people a whole new way to express themselves online and connect with friends and family (…) EpicMix takes the fun of playing and sharing online and marries it with the very real experience of skiing and riding ", said Rob Katz, chairman and chief executive officer of Vail Resorts.
When Vail Resorts launched EpicMix last year experts called it a "game changer" and "one of the most ridiculously cool ..." mobile strategies.
Six months after it debuted, it won a "Peoples Voice" Webby award in the Experimental and Innovation category for mobile devices.
  • During the 2010-2011 winter season nearly 100,000 Vail Resorts guests activated EpicMix accounts which roughly accounts for an almost 15-percent adoption rate by eligible guests.
  • Also, almost 40,000 guests downloaded the EpicMix application to their mobile phone.
  •  Additionally, 45 percent of EpicMix accounts are "public"; meaning that guests opted to share their ski day statistics with friends and family on social media sites like Twitter and Facebook.
  •  EpicMix also generated 275,000 social posts on Facebook and Twitter and over 35 million social impressions (based on Facebook’s estimate of 130 friends per user).
  •  Also, EpicMix drove 1.7 million web and mobile visits.
EpicMix is now available at 10 resorts: Vail, Beaver Creek, Breck, Keystone, Park City, Heavenly, Northstar, Kirkwood, Afton Alps and Mt. Brighton.

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