Turning to the ‘Net to get my snowboarding fix, I stumbled across a clever online campaign for snowboarding uber-brand Burton intended to tap user-generated video with a delinquent, but patriotic message.
Burton notes there are four major ski areas in North America that don’t allow snowboarding – Mad River Glen, Vt.; Deer Valley, Utah; Alta, Utah, and Taos Ski Valley, N.M. – and is urging loyal riders to film intransigence on that turf. $5,000 goes to the best video from each resort.
The company’s call to arms scrolls like the text in a Star Wars intro and opens:
“Until snowboarders everywhere are free to ride where they want to ride, until the snow and the slopes of this great nation have been purged of the scourge of segregation, until the four elitist, fascist resorts lift their draconian bans, there shall be no rest, no justice, and no peace.”
Founder Jake Burton says crashing the slopes at the four resorts is the “patriotic duty” of riders everywhere. Burton also outlines “10 Commandments” for poaching, including don’t’ break the law, buy a lift ticket, and “Always respect Ski Patrol, even if they tackle you.”
Since the contest started, Taos has lifted its boarding ban, although it says the move had nothing to do with Burton’s push.
It's also getting some press. Mad River Glen's marketing director, told The (N.J.) Record: "Thanks, Jake, for the best bit of advertising we've got in quite some time. We don't spend a lot of money on marketing ourselves and we rely on word of mouth and pub licity. He's given us an outstanding amount of ink and we appreciate all of his efforts."
The Record noted that about 40 "poachers," dressed all in white to disguise themselves, descended on snowboards into a large crowd that included Vermont's governor and Miss Vermont at a recent chairlift opening at Mad River.