FMBX News

Capitalize creates Eristoff’s moving experience for après-ski Snowbombers

Snowbombing is a festival filled with fresh air, blue skies, black runs and white-hot parties… An exhilarating week-long whirlwind of brilliant bands and world class DJs in the chocolate box alpine setting of Mayrhofen, Austria. Volvo is the headline sponsor of the event which has become a key date on the calendar for music and skiing partygoers. Snowbombing is now regarded by its fanbase as, 'The Greatest Show on Snow', a unique, mischievous celebration.

For this April’s week of activity Capitalize set out to activate vodka brand Eristoff’s sponsorship of the event.

Eristoff, a brand of Georgian origin, and owned by Bacardi currently promotes itself as to reflect those origins as “Land of the Wolf”.

Capitalize sent its own crew of ‘Wolves’ to party with Snowbombing brands from the journey to the event – including a stopover in Frankfurt -  to create party and sampling opportunities on the slopes. The Wolves drove trial and consumption of Eristoff Black and firmly positioned Eristoff as the official après-ski drink of “Snowbombers.”

It was the second year that the brand and agency had undertaken the activity, building its relationship up with the Snowbombers. The activity comprised:

• A team of 4 Eristoff Wolves responsible for sampling, encouraging Snowbombers to download an Eristoff app and communicating the brand’s activity throughout the week

• An Eristoff Forest Pop-Up bar that mysteriously moved about the resort during the week and became the place to be.  Eristoff Wolves served drinks alongside live music from Professor Green, Example, Chase, Status and many others

• Eristoff Wolves taking part in a freestyle ski session with Eristoff Brand Ambassador Joe Tyler and Eddie “the Eagle” Edwards

• The highlight of the week; the Party in the Eristoff Forest with The Prodigy as headliners – 3,500 Snowbombers attended the party with 300 special guests in our ERISTOFF VIP area

Ben O’Shea, Capitalize’s head of production, commented, “This is the second year we have delivered a campaign for Eristoff around Snowbombing, and the results were even better than last year.  Our activity this year gained momentum throughout the week, giving Snowbombers more chance to learn about Eristoff and more opportunities to experience the brand.”

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