“Riders Ed” / Burton Snowboard Company
Submitted By Joe Staluppi
Client: Burton Snowboard Company | Program: “Riders Ed”
Consumer Problem: Snowboarding is a difficult sport to learn and without the proper equipment and professional instruction first time snowboarders generally have an awful experience discouraging them from trying the sport again.
Message: With proper equipment and professional instruction Burton’s Riders Ed Program will help teenagers learn to snowboard over their holiday breaks during the winter season.
Big Idea: Riders Ed. Think Drivers Ed, but for snowboarding.
Target: Boys and girls, age 13-18 living in cities and the surrounding suburban areas who are interested in learning how to snowboard.
Approach: Guerrilla advertising tactics and viral videos will be launched late October through early December as an effort to drive teenagers to Ridersed.com. The interactive web site will allow interested consumers to learn about the sport, the necessary equipment, as well as sign up for the Riders Ed School hosted at participating winter resorts across the country.
Burton Snowboard Company
FIT Class of 08
Innovative Use of Media