Anyone with friends who are keen skiers knows only too well that they don't tend to be the shy, retiring types who wouldn't dream of boasting about how brilliantly they took that black run, or necking a few beers after a hard day on the slopes. With this in mind, Nissan Europe created a free social media iPhone app for skiers and snowboarders to coincide with the Winter Olympics later this month.
The app, entitled Ski Challenge - Prove It, enables users to record their tracks and publish them on the social network, as well as reveal their niftiest moves.
In an insanely useful piece of branded utility, interactive 3D maps of 45 European resorts, including Verbier and Chamonix, enable users to zoom in and out, as well as locate their friends on the slopes. They can send messages to each other and, thanks to resort-guides, suggest places to take a well-deserved break.
The app was designed by Paris-based Publicis-owned agencies DNA, a digital shop, and Phonevalley, mobile marketing specialists. It ties in with a promotion that Nissan is running where skiers who participate in a Facebook-based contest to prove how tough they are can win a Qashqai (see picture, above).
Nissan has long forged links with skiing, and is adept at using technology to bring the association to life. In 2008, it promoted its X-Trail 4x4 series by taking over six major ski resorts in France, Germany, Switzerland, Italy and Spain and inviting skiers and snowboarders to download a film of their run. 26,000 individual films were created with 9,000 further individual views online. The Prove It app takes the association deeper and reflects the social and highly competitive nature of the skiing community.
Source: contagiousmagazine.com
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