The IG IdeaTo create snowboarder personas based on style and level of experience

Each persona has a name,and is marketed as a real person with a specific style and a matching personality

Snowboarders can relate their own style and personality to a persona to find matching gear for themselves

• The campaign will target established

snowboarders ages 16-22 years old

• This age group can easily fit into a persona since

they already have preferred tastes and style

Biggest tool used in the

campaign

Allows snowboarders to

find out which persona fits

their personality

Results will lead to the

guide

Guide of gear based on quiz

results

Shows personalized

choices based on level of

experience and persona

match

This is Kati, she represents

the “loud” persona

She represents crazy and

outgoing snowboarders who

love bright colors and wild

prints

She is an experienced

snowboarder who would

recommend gear for experts

She also has a Facebook

page to post new gear

More Campaign Outlets

The Burton blog will be used by the personas

and the Burton snowboard team for promotion

Google AdWords will also be used by integrating

the personas and the quiz into the campaign

The Burton Instagram

account will feature photos

related to the personas

Each persona uses a

personal hashtag

Users are invited to use the

hashtags also

Same idea as Instagram

Features Burton team

members

Users also invited to make

vines and use hashtags

udget

The budget for the campaign is approximately

$20,000

$15,000 to the creative team to create the

personas and the online quiz

$2,500 for the AdWords campaign

$2,500 for social media outlets, giveaways, other

creative uses

The Main Goal

Goals

Bring more awareness to the

Burton brand

Create a personalized

experience to each consumer

Contribute to higher sales

Measuring Success

Higher site traffic from quiz

Increased usage of social media

from consumers

Use of persona and Burton

hashtags

AdWords: campaign specific ads

versus general ads

Sources!

http://www.presentationzen.com

http://www.surftribe.it/img_photogallery/snowboard-loghi-logo-burton-3594.jpg

http://www.snowboardermag.com/files/2010/09/Burton-Lip-Stick-Womens-Snowboard-2011.jpg

http://www.georginaroc.ca/Images/signs/skisnow-difficulty-sign.jpg

http://upload.wikimedia.org/wikipedia/en/d/de/Logo_of_Burton_Snowboards.jpg