Sprocket launched the M.A.X. Pass with a national PR push as well as strategic influencer outreach to bloggers and through social media. For its public relations strategy, Sprocket developed a two-pronged approach. First, the agency created a press release for Business Wire and released it to a national media list on March 10, 2015. Then, Sprocket sent individualized pitches to specific local, regional and national outlets. Sprocket pitched the launch of the pass, but also worked to ensure coverage in ski-industry roundups, alongside other industry heavyweights like Vail Resorts.
As part of its influencer campaign, Sprocket identified a list of online influencers who fell into the M.A.X. Pass’ key demographic categories: skiing and snowboarding, outdoor, travel, families and regional. Then, on behalf of M.A.X. Pass, Sprocket drafted and executed outreach to promote the M.A.X. Pass to those influencers.
Sprocket also creatively inserted the M.A.X. Pass into conversations using trending hashtags. When it snowed on Mother’s Day, for example, Sprocket chimed in on Twitter conversations that included #mothersday to encourage users to think about the M.A.X. Pass as a gift for Mom. But Sprocket only chimed in when it was appropriate and relevant, never sounding inauthentic or salesy.