Columbia, the flagship brand of Portland, Oregon-based Columbia
Sportswear Company (NASDAQ: COLM), announced today the winner of its
first-ever ski bum scholarship. Lucky powder-junkie Rob Wallace will
spend 90 days in Dillon, Colorado living the proverbial snow bum dream:
the package includes a plush condo, a pocket full of season passes to
eight of Colorado’s best resorts, a 4-wheel-drive rental car and a
generous food stipend.
The contest invited “skiers, snowboarders, shredders, rippers, powder
pirates, knuckle draggers, board bunnies” to submit a video essay
explaining why they would be the perfect ski bum. Applicants could also
record their video at Columbia booths at a series of Warren Miller film
events around the country and were encouraged to promote their video on
Twitter with a dedicated hashtag. Videos were available for public
viewing and voting at the contest’s website, skibumscholarship.com.
In total, 245 would-be bums applied to live a life of deferred
responsibility and the three most popular videos received over 20,000
votes each. Among the field of highly-creative and qualified candidates,
30-year-old Wallace, a self-described “geographically displaced skier”
living in Knoxville, Tennessee won the judges over with a two-and-a-half
minute video essay that was equal parts quirky, hilarious and
convincing, much like Wallace’s incredibly thick beard.
Detailing the desolation of his current snow-deprived plight and his
unflagging dedication to becoming the best bum the slopes have ever
seen, the video includes footage of his rigorous ski bum “training”
including energy drink consumption exercises and ski movie jib-talk
research. “It's daffy and doesn't seem real,” said Wallace. “I just
started skiing six years ago, but when I saw the scholarship, I thought
I’ve got to give this a shot. You’re going to kick yourself if you don’t
even try.”
Columbia Sportswear is proud to award its first Ski Bum Scholarship to
bearded snow-bomber Rob Wallace, and also extremely pleased with the
overall success of the campaign. “Trying Stuff” is what we do best and
the results of this unique contest prove yet again the value of creative
experimentation. The website received 85,000+ visits over the course of
the contest with viewers spending an impressive average of 4 minutes
engaging with content. With 130,000 video views and more than 1300
people sharing the site experience on Twitter and Facebook, the reach
and impact exceeded expectations.
Follow Rob Wallace’s slacker-fabulous season of nothing-but-snow at
Columbia’s social media outlets (listed below) or by keeping your eye on
the #skibumscholarship Twitter hashtag.
Social Media Sites:
Twitter: http://twitter.com/Columbia1938
Facebook: http://www.facebook.com/ColumbiaSportswear
Tumblr: http://columbia1938.tumblr.com/
About Columbia
Columbia, the flagship brand of Portland, Oregon-based Columbia
Sportswear Company, has been creating innovative apparel, footwear,
accessories and equipment for outdoor enthusiasts since 1938. Columbia
has become a leading global brand by channeling the company’s passion
for the outdoors, and an innovative spirit of “trying stuff”, into
technologies and performance products that keep people warm, dry, cool
and protected year-round. To learn more, please visit the company's
website at www.columbia.com.
About Butler, Shine, Stern & Partners:
BSSP (www.bssp.com)
is a full-service marketing communications agency based in Sausalito,
CA, providing services in advertising, online marketing, web
development, data analytics, integrated communications planning, brand
identity, design and strategic brand consulting. BSSP is one of the
largest independent agencies on the West Coast and is known for
providing highly creative, fully accountable marketing solutions to a
broad array of marketers including Priceline, MINI Cooper, Columbia
Sportswear, SOREL, AT&T Interactive, Isis Mobile Payments, Greyhound,
Electronic Arts, Mission Foods. In 2010, BSSP was named by Adweek as
“Best Small Agency of the Decade.” BSSP was also named as "One of the
Top 50 Places to Work in America in 2011" by Outside Magazine.
