“Thanks to everyone for all the effort that has gone into this. You’re all making me look good. People here are stoked about this thing.”
– Justin Happel, Warren Miller
“We see Warren Miller every year to charge up our ski season. We love
to hear Warren's voice as much as we love the fun ski, snowboard,
tele scenes. Thanks for a job well done.”
– Contest Participant
“This contest is an awesome idea!”
– Contest Participant
Warren Miller Entertainment® is the most respected name in action sports cinematography, capturing the best of winter sports since 1949. In 2005, the company debuted their first Snowboard action film at the yearly Warren Miller Film Tour.
The objective of this campaign is to raise awareness and excitement about Warren Miller’s first snowboarding film; Higher Ground. The ultimate goal is to drive theatre attendance in the US States of California and Arizona.
Henderson Robb developed and designed an online interactive contest entitle Design-Win-Ride to Higher Ground.
As the name suggests, contest participants designed and submitted artwork inspired by the Higher Ground film in order to win prizes.
The Grand Prize Winner received a Revolution MFG Snowboard customized with their winning design and a trip to Heavenly Resort. Other prizes included CamelBak Hydration Packs and Higher Ground Prize Packages.
In combination with other marketing tactics, ticket sales in California increased and sales in Arizona went up in all three markets:
(% difference in ticket sales 2004/2005)
