Smith Optics, a manufacturer of high-end sports goggles and sunglasses with headquarters in Portland, Oregon, hired Digital Ascent to develop and execute a digital marketing campaign that would drive a significant amount of traffic to their website. Centered around user-submitted content and supported by comprehensive social media engagement, the program invited users to upload their best back country snowboard photo. The Smith team chose the best photo and gave the winner a tour of their Idaho facilities. For the duration of the contest, monthly documentary-style webisodes titled Prospecting Idaho gave viewers an authentic look at the lifestyle of Smith-sponsored athletes, and Digital Ascent created a platform for sharing webisodes, blog posts and contest photos on social media. Genuine, passionate interest in the content brought users to Smith’s website in droves.
