An Elan ski being sharpened




Elan’s revolutionary new ski, the Ripstick, is engineered with a TubeLite Woodcore, VaporTip inserts, advanced composites, and SST sidewall construction. We translated this ski technology into a clear benefit and expressed it in a way that not only got skiers talking, it got them stealing our poster right out of the ski shop.

We knew if local ski shop employees, who were hardcore skiers themselves, loved Elan’s new Ripstick ski, they’d recommend it to their customers, tell their friends and talk about it in their social networks. So, we sent ski shop employees a cool, all-black version of the Ripstick, before its public release, and asked them to try it and tell us what they thought, by uploading a video to our custom Ripstick microsite. For doing this, they’d be entered to win a trip for two to Slovenia (home of Elan) where they’d get to create their own custom pair of skis, ski the amazing trails at Vogel, and stay in the picturesque resort town of Bled at the foothills of the Julian Alps.