Bluebird Backcountry _
Get more mountain
Traditional ski resorts are made for tourists; they’re the Disneyland of downhill skiing.
Backcountry skiing isn’t that. It’s for those who want to skip the crowds, the masses, the long lines; those who don’t need chairlifts but would rather hike uphill through ungroomed powder to get a few runs in.
Our objective with this campaign was to celebrate those who live life in a different direction.
01_
Backcountry lunches
The backcountry is about skiing. So lunch isn’t fancy; there’s no $20 cheeseburger with an overpriced beer to wash it down.
To help kick off our campaign, we’re mailing out our favorite midday snack: peanut butter and jelly sandwiches with information about the upcoming season at Bluebird.
We just really love skiing, and this is how we do lunch.
02 _
Beer Beacon
It’s always BYOB in the backcountry. However, the longstanding tradition of burying your beers in the snow until après time can make them hard to find.
So we’ve paired with Teton Gravity Research and 10 Barrel Brewing to put avalanche beacon technology into beer cans. Making it easier to find your beer and bury your thirst.
03 _
Scrolling challenge
We’re pitting our love for going the extra mile against the cultural obsession of scrolling endlessly through your phone.
Earn rewards
Hosted on bluebirdbackcountry.com, this online game lets visitors earn rewards based on how high they can climb. But the only way up is to scroll.
Scroll over 2,500 ft to the summit of Bluebird’s home peak, Bear Mountain, and you’ll ski free all season.
Co-opting Strava
Strava is home to a huge community of athletes and outdoor enthusiasts, prime Bluebird customers. So we’ll take our scrolling challenge a step further by co-opting Strava’s Challenge platform.
Traditionally, you create a challenge to take place in real life. But we’re going to post a first-of-its-kind event, where we’ll invite folks to test their endurance in a totally unexpected way, by scrolling.
04 _
No service social posts
We launched an on-mountain web series featuring backcountry legend Jeremy Jones. Breathtaking views, incredible guests … but you’ll never get to see it. It’s still uploading because we don’t have WiFi … and we’re far too busy skiing. Sorry.
05_
Making the offseason suck less
We want to get so much mountain that we’re devastated when winter comes to an end.
So Bluebird is providing skiers around the country a little relief, by hosting summer speakeasy parties in walk-in coolers.
We’ll host concerts and collab with other outdoor brands like The North Face and Pit Viper, to drop exclusive gear for the upcoming season.
Get more mountain
CW _ Ben Ward AD _ Andrew Brown