Mountain Dew
Mountain Dew
Athlete Updates - MD Am Skate
Trends and Insights-January 2012
February 13th, 2012 by admin
Red Bull Supernatural Event: The Next Level Competition
The 2012 Red Bull Supernatural Event went down at Baldface Lodge in the backcountry of British Columbia. The idea for Supernatural was instigated by the two-time X Games gold medalist and current SNOWBOARDER and Transworld Rider Of The Year, Travis Rice. His intentions were to bring a new side of snowboarding, the world of film and free riding, to the masses, and have Supernatural become the ultimate counterpoint to mainstream snowboarding events including the X Games and Olympics.
Two years in the making, the staff at Baldface Lodge partnered with Travis to sculpt the ultimate free riding arena. The course was built across 2,200 vertical feet on a slope they called the “Scary Cherry”. The mile long set up was host to over 80 man-made features including pillow lines, enormous platforms and goal posts in the over 40 degree top section. The final slope style section featured a 100-foot booter meticulously sculpted by renowned cutter JP Martin, and had pillow platforms to tap and log rides that took riders straight into the finish line.
For Rice, his goal of Supernatural was “To have a rider do a single, two-minute run that can stand up to a two-minute video part.” The rider who puts a run like that together could be considered the best all-around snowboarder in the world. Travis recruited seventeen riders to take on this next-level course including Nicolas Müller, John Jackson, Jake Blauvelt, Terje, Eric Jackson, Gigi Rüf, Mark Carter, Devun Walsh, Lucas Debari, DCP, Mark Landvik, Kazu Kokubo, Sage Kotsenburg, Mark McMorris, Scotty Lago, Eero Niemala, Mark Sollors. Given that runs are done on fresh powdered snow, and meant to mimic a backcountry filming session, the dropping order of the riders was crucial. The order was decided with an axe throwing and nail hammering contest on the eve of the event.
Unfortunately we will all have to wait in suspense for the video to air March 31st on NBC, but it will be worth the wait. The long wait on the release is because it’s tough to get all the normal resources that go into producing a TV show deep in the back country. Until then, check out the teaser on YouTube.
Here are some highlights of the event:
Importance to Mountain Dew
The intentions of Supernatural were to bring a new side to the competitive world of snowboarding, and have the event become the ultimate counterpoint to mainstream events including the X Games and Olympics. We are at the tipping point where Supernatural could become a huge game changer in the competitive realm. The significance to Mountain Dew lies in our rivalry with Red Bull. Should we be creating our own game changing event? What is the next niche? It seems as if Red Bull is taking charge of the competitive world, hosting these kinds of events and pairing up with media powerhouses like NBC to put everything on air. But some say the real heart and soul of snowboarding lies in the music that drives you, the fashion to express oneself with, or art to inspire creativity. The Green Label experience does just that, incorporating all those elements into one. Maybe the next step isn’t to make some big media deal or host an over the top event, but to concentrate more on the people and the culture. Maybe Mountain Dew needs to take the snowboarding industry back to its roots, and be the leader in making things more natural and less supernatural.
The Fuse Between Red Bull and NBC
Mixing ad messages and sports contests was once viewed skeptically. Today it’s hard to find a mainstream TV-sports broadcast these days that doesn’t have logos hanging off graphics with scores and stats, or a familiar figure. Now Red Bull is using its wings and taking it to the next level. The media-production arm of the company is providing 35 hours of action-sports programming. They’re calling it the “Red Bull Signature Series”. 20 hours will air on NBC, and 15 on NBC Sports Network. The brand will be featured not only in the commercials and on-air graphics, but prominently throughout the programming. More specifically, two of Red Bull’s own events will be aired. The Red Bull Crashed Ice World Championship, which is a combination of ice hockey, downhill skating and boarder-cross, as well as the Red Bull Cold Rush, a three-day invitation-only event focused on daredevil backcountry skiers tackling steep mountain runs. Athletes will also be featured enjoying the Red Bull sponsorship experience. It started airing in early January on both NBC and the NBC Sports Network, so check your local listings.
Importance to Mountain Dew
We all know Red Bull for their aggressive campaigns, occupying a good chuck of the market. Now they are tapping into a new territory, one that over laps with Mountain Dew. Both NBC and NBC Sports Network air all of our events, and will now be airing Red Bulls new action-sports programming. Expanding their media outlets could really bring a lot of attention to Red Bull. This is important to Mountain Dew in that Red Bull is our biggest threat in competing to be the leading brand in action-sports soft drinks. But the question is how successful will it really be? The OWN Network, by powerhouse Oprah Winfrey had the potential to be as successful as her day time TV show, where millions of viewers tuned in every afternoon. However, it did not gain the momentum she would have hoped. Could the same be in store for Red Bull? Will their action-sports programming be as successful as their aggressive international marketing campaigns?
The Interest in Pinterest
Pinterest has been the talk of the town lately. Described as a visual social discovery network, users create online pin boards for various categories including “places to travel” or “things to cook.” The idea is that you “pin” items that you like to it directly through your computer or phone, and even “like” other people’s “pins.” The new social networking site has a reported 3.3 million users logging more than 421 million page views, creating a huge opportunity for brands. However, brands looking to get in need to approach the site a little differently. Pinterest etiquette clearly states that it’s not a platform for self-promotions like Facebook and Twitter. The trick is to push the lifestyle, not the brand. For example, McDonalds is getting some buzz among Mom’s for putting book in their Happy Meals as a party of a campaign aimed at building literacy and creativity among children.
Importance to Mountain Dew
Pinterest is the next big thing in social media, and Mountain Dew should defiantly go for it. One thing to keep in mind is that 70% of pinners are female. Given that Dew’s target market is primarily male, this could both pose a challenge as well as a huge opportunity to tap into a new market. There are plenty of healthy soda brands out there that appeal mostly to women, but there is no leading action-sports soft drink for females. Maybe Mountain Dew could be the first one to do that, and utilize Pinterest to get the ball rolling.
Youtbe Launching Action Sports Specific Channel
There is a new way to view action sports for fans of skateboarding, surfing and BMX biking. On January 17, 2012 Goggle/Youtube launched an action sports channel across the web. The added channels won’t just show the coolest kick-flips, grinds and ollies, but will take viewers behind the scenes with some of the industry’s biggest stars, offering how-to demonstrations, special glimpses of the professional competition circuit and other lifestyle features. The lineup features The Ride Channel from Tony Hawk Inc., where he turns the spotlight back on fans with a series called “One in a Million,” in which amateur skateboarders will compete with one another for sponsorships from major brands. The Red Bull Channel will also be included with more than a dozen shows looking at the day-to-day lives and competitions of some of the world’s most popular athletes from a variety of sports. Alli Sports and Network A will also be built-in. Reportedly, each channel was given $1 million against a share of future advertising earnings.
Importance to Mountain Dew
With both NBC and NBC Sports Network airing Red Bulls new action-sports programming, and now Youtube launching an action sports network on the web. Expanding their media outlets could really bring a lot of attention. This is important to Mountain Dew in that the millennial generation relies heavily on web based media and entertainment. However, many still stick with endemics and prefer magazines or other forms of print to seek out news in action sports. Any how exactly will YouTube distribute these channels? Are users finding it affordable compared to traditional magazine subscriptions? I guess for now we will just have to stay tuned.
9 Best Snow Apps for the iPhone
Snowboard Mag published an article with the top 9 snow apps for the iPhone.
Snocru-Checks snow conditions, tracks max speed, distance traveled, vertical feet, altitude, and total runs. It also tracks your days on the mountain and connects you with friends via Facebook & Twitter. The real time map gives locations of other “cru” members.
Liftopia-Gives you all the best deals on lift tickets, lessons, and equipment rental at more than 150 resorts. Discounts can be as much as 80% off.
OnTheSnow Snow Reports-Tracks snow conditions for over 2,000 resorts from around the world.
Epic Mix-Activated by your lift ticket, this app tracks your vertical feet. The more you ride the more pins you can earn and compete with other riders. You can also share with friends through Facebook & Twitter.
Open Snow-Gives you daily snow reports for your favorite resorts, straight from meteorologists Joel Gratz and Andrew Murray at OpenSnow.com. You can also get push notifications sent to your phone every time your favorite resorts receive snow.
TNF The Snow Report-The North Face gives you everything you want in an app for your next day on the hill. Track your day, post a photo to Facebook, get snow conditions, weather forecasts, full trail maps, gear store locator, avalanche advisories and much more.
Rome 100 Day Tracker-An app to track your days on the hill, the crew you rode with, photos, and even a shop finder to get gear on the fly.
REI Snow Report-Features detailed snow reporting, message boards for a first-hand snow report, live resort cams, Twitter feeds from your favorite mountains, and a locator for the nearest REI store to stock up on the essentials.
Snowboard Mag-Gives you the latest new on the best products, places and personalities in snowboarding, featured stores, snow reports, and extra games like Monsters.
Importance to Mountain Dew
Snowboarding is a lifestyle, and with mobile phones going everywhere with us, creating useful, branded apps for consumers is a great way to reach them. Producing a Mountain Dew mobile app is the easiest and least expensive way to deliver instant service to consumers. And because smart phones are so enormously popular, Mountain Dew could reach a size-able number of consumers through an application, as well as potentially attract and service an entirely new base.
This is Trouble
Produced and directed by Desillusion Mag, This is Trouble is a short documentary on the former pro icon of snowboarding, Trevor Andrew, who is now pursuing a music career. It is the first of a six part series where Desillusion Magazine has chosen to honor the people who have inspired them the most in the best ten years.
Importance to Mountain Dew
The real heart and soul of snowboarding lies in the music that drives you, the fashion to express oneself with, or art to inspire creativity. Mountain Dew seems to be on the right track, supporting all of these elements in the Green Label Experience. And Trevor Andrew seems to be the pioneer in this cultural movement. Working along side Trevor could help Mountain Dew to expand the GLE. It could be a great way to get personal insight straight from someone who lives the life style and can explain exactly what he would want from something like the GLE. This could also be a chance to tap into Trevor’s network of friends/followers who share his same passion for art, music and snowboarding.