Case: The Social Adventure

Client: Peak Performance
School: Berghs School of Communication
My role: Digital Strategy / Project Manager

The brief:

Leverage social media to strengthen the awareness around Peak Performance.

Background

Peak Performance is a brand that was founded in Åre, a ski resort in Sweden by a couple of passionate skiers. Their goal was to make a clothing brand for likeminded people. Not necessarily pro skiers, but those who like to be adventurous and love the slopes.

Problem

Peak has drifted away from its original heritage of being a brand by skiers for skiers and has over the years started to sprawl in different directions.

Target group

Men and women between 25 and 50 who are seeking quality clothes. They love adventures but they’d rather go to a small mountain nearby together with friends than to climb K2 alone. They value the fellowship more than the extreme.

Task

Everyone has a different take on what an adventure is and we have to show how big impact the social aspects can have.

How do we get people to share their personal adventures?

Core message

Communicate that adventures in general and Peak in particular are much more than the technically perfect ride from top to bottom. We want to inspire people to do the unexpected and truly have fun, because adventures are all about the memories, the fellowship and the story.

Insight

Fellowship creates added value to any adventure

Creative challenge

How can we use authentic stories to inspire others to be adventurous?

Solution:

We created a platform where people can share their personal adventures and get inspired by others.

We ask people to share their best adventures in a short story, they are of course able to compliment it with pictures and video clips. All of the stories will be collected on a Facebook Timeline in the right order of appearance so that anyone can browse them and get inspired.

Now we will let people assemble a team and claim an adventure that they find exiting. When that is done they’ll have to collect sponsors by asking their friends to like their claim. For every sponsoring friend Peak will put one coin in the Adventure Jar.

The social adventure Timeline

When the campaign is done the adventurers with the most sponsors will get to do the claimed adventure, and the one who posted it will come along as a guide.