Engaging Skiers with Mobile and Social Channels: Vail Resorts
One of our clients, Vail Resorts, who presented at the Adobe Omniture Summit was recently featured in a story by Mobile Marketer:
The analytics team at Vail leveraged both the Adobe Digital Marketing Suite and Adobe Consulting to achieve cross channel measurement of their Epic Mix initiative that includes a mobile app, mobile optimized websites (feature phone and Smartphone), and a standard website.
Adobe collaborated closely with the interactive agency responsible for developing the Epic Mix user experience to ensure that consumer interactions between web, mobile, and social channels were analyzed via Adobe SiteCatalyst. By providing a mobile experience that enables consumers to share their “ski stories” with friends and family via Facebook or Twitter, Vail Resorts is providing a vital connection between two emerging channels. During the 2010 to 2011 ski season, Vail indicates that approximately 60% of the guests use the mobile channel to interact with the Epic Mix experience.In addition, those guests with public accounts on social networks created 275,000 social posts and 35 million social impressions – based on Facebook’s estimate of 130 friends per user – that reported over 55 billion vertical feet of skiing and snowboarding.As you can see, a cohesive strategy that blends the innovative capabilities of mobile devices with the social influence power of your customers should be part of your marketing plan in 2011 and beyond.
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