Warren Miller Entertainment
Peak Systems Helps Warren Miller Entertainment Take Its Web Marketing to the Summit
In the late 1940’s, Warren Miller began making films of his friends’ skiing exploits with an 8mm camera. In 1949 he founded Warren Miller Entertainment and began producing one ski film per year, renting out exhibition halls and showing his films to paying audiences. Sixty years later, every autumn, a new Warren Miller film is released in cities all over the world.
Today, Warren Miller Entertainment is a highly marketable media property. The ski and snowboard enthusiasts that attend Warren Miller films represent a substantial chunk of the target market for winter sports equipment and apparel. Peak’s challenge has been to help Warren Miller Entertainment leverage the value of its audience to the marketers that sponsor its films.
Services Provided
Application Development, Web Design, Hosting, Maintenance
Solution
First, Peak redesigned the Warren Miller Entertainment website (warrenmiller.com) with an emphasis on social interaction, music and video to engage users and obtain more traffic. Warren Miller fans can:
- Watch the trailer of the current Warren Miller film
- Learn more about the skiers and snowboarders featured in the various segments of the films
- Purchase the soundtracks from recent films via the iTunes store
- Buy tickets to the current Warren Miller film
- Learn when the film will be showing in their area
- Purchase Warren Miller apparel
- Join the “Street Team” to promote Warren Miller Entertainment events
- Learn about WME-sponsored contests and other events
- Read press information about Warren Miller Entertainment
The most important and innovative feature Peak created for Warren Miller Entertainment is a coupon tool (wmecoupons.com) that helps connect sponsors with receptive consumers. Peak developed a system whereby ticket holders enter a special code on their ticket to view exclusive opportunities presented by the movie’s sponsors. These opportunities are tailored to the ticket holder based on the geographic location of the film that the ticket holder is attending. A database keeps track of which offers the ticket holder responds to and which are ignored. This gives Warren Miller Entertainment and their sponsors valuable marketing intelligence and informs Warren Miller fans about products, services and promotions that are likely to be highly relevant to them. Peak provided the environment and engine to allow:
- 24/7 self-serve promotions
- The creation of a targeted customer database
- Control and administration of regional promotions
- Tracking and reporting of coupon usage
- Management of partner/franchise activity
- User data and coupon usage that is acquired, stored, tracked and reportable
- Granular control of promotional offers
- Simplified management of coupon accounting, even unified barcode tracking
- Plug and play promotional tool customized to their specifications
Results
The results have been outstanding. On average, well over 3,000 users a day viewed sponsor coupons over the three-month showing (November to January) of 2008’s film, Children of Winter.
Additional Screenshots
(click images to enlarge)