Our challenge was to turn a sponsorship program between an energy company and the Swedish and International Skiing Federation into something that was really useful to ordinary skiers. If we succeed, Vattenfall would be able to not only communicate the sponsorship, but to use it in a way to engage consumers that was interested in Skiing (and in Sweden, most people are). Our starting point was built on a genuine insight that skiers gladly brag about who skied the most, fastest or 'baddest'. These feuds were previously settled during loud discussions and the outcome often coloured by subjectivity. To resolve this we developed a mobile application that made it possible to track your ski runs, challenge your friends and compete for daily King of the Slope titles on ski resorts worldwide.

The core of the creative solution was a smartphone application called King of the Slope (Android and I-phone compatible). To launch this, we designed a campaign to drive awareness and interest but that also included ingenious solutions to provoke skiers to challenge or to take on the challenge to become the King of The Slope. We used mainstream media (e.g. TVC and print) to drive awareness and downloads, tactical initiatives was lunched to drive the competitive element (e.g. stickers in taxi cars or posters at grocery stores at Ski resorts that was designed to make skiers start challenges with each other). We partnered with famous ski athletes and used their blogs as platform to communicate standings at ski resorts and the opportunity to challenge the professional skiers. Finally, we used on site activities, like the digital score board, to celebrate the ones who became the King of the Slope.

The application quickly became the most popular downloaded application in its category. During the ski season 2011–2012, more than 100,000 skiers have downloaded the app. Tens of thousands challenges between friends have been created and only calculated from the skiers who shared their data on Facebook, over 200m vertical drop metres have been accumulated. (That's the same distance as from the Earth to the moon and back, 256 times!)