Mosaic Experiential Marketing produced Kokanee Whiteout, the ultimate 48 hour winter mountain experience for Columbia Breweries and it was a adventure of a lifetime in Canada’s playground from the rich and famous – Whistler, B.C. Winners from across Western Canada were invited to a VIP weekend filled with steaming hot tubs, fresh backcountry powder, sunny après patio parties, and icy cold refreshing Kokanee. Kokanee Whiteout culminated with a massive party at Whistler’s peak – 7,100 foot above sea level – with headliner DJ Roonie G.
The Kokanee brand is all about refreshment and authenticity and the team wanted to bring this to life through an event that could be renewed and leveraged year over year. Their goal? To create the ultimate winter experience, one that would be known to all, but attended by a fortunate few. Kokanee Whiteout and was designed and executed by Mosaic Experiential Marketing in partnership with Columbia Breweries, Grip Limited, and Whistler-Blackcomb.
In 2009 Kokanee launched a promotion throughout Western Canada. At bars across the cities, consumers could win their way to Kokanee Whiteout by entering a “Blizzard Box” and collecting as many snowflakes as possible. On-premise winners were joined by a select few from over 10,000 online and retail contest entrants.
The venue for Kokanee Whiteout was Whistler-Blackcomb, with accommodations at The Westin Resort and Spa. 100 winners were flown into Vancouver International Airport, greeted by Kokanee Glacier Girls, and driven by luxury coach to their 48 hour mountain adventure.
Every detail of the all-inclusive weekend experience brought to life the Kokanee’s brand essence through the ‘ultimate mountain party getaway’. Event elements and festivities included:
Everything from personalized in-room welcome packages with including branded Kokanee Whiteout bathrobes, toques and scarves, A 48 hour itinerary of mountain culture-inspired events including a multi-bar tour through Whistler Village; skiing/snowboarding at Whistler Blackcomb; an après ski hot tub lounge, and more…
The Ultimate Kokanee Whiteout Party at the top of Whistler Blackcomb, over 7,100 feet above sea level, featured multi-media entertainment including headliner DJ Roonie G from Las Vegas, a purpose built foam dance pit, ice sculptures, break dancing exhibitions and body paint artists.
Throughout the weekend, the Legend of Kokanee Whiteout Challenge engaged participants in friendly competitions to be named ‘Legends of Kokanee Whiteout’. The event team included 18 Kokanee Glacier Girls and 35 brand representatives (aptly named the ‘fun police’) ensuring an inclusive and fun environment for everyone.
The event was designed, managed and staffed by Mosaic Experiential Marketing.