King of the Slope builds on the insight that skiers gladly brag about who skied the most, fastest or 'baddest'. To resolve this, and to connect Vattenfall´s partnership with the International Ski Federation to skiers, 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 app was designed ground-up with skiing in mind, using GPS to cover altitudeand a new set of algorithms to calculate movements in all 3 dimensions, allowing us to track all aspects of a run, including vertical drop, inclination, speed, runtime and number of runs.

Using the tracking data skiers were encouraged to set up their own challenges and invite participants through Facebook connect, which helped spread the current standings and fuel the social banter.

In addition, everyone can participate in the public challenge to compete to become the King of the Slope in more than 3,000 ski resorts world-wide. The standings were pushed to outlets such as embeddable widgets and public score board displays.

So far more than 100,000 skiers have downloaded the app, thousands of challenges have been created and a total of 200m+ vertical drop metres have been accumulated.

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 (eg TVC and print) to drive awareness and downloads, tactical initiatives was lunched to drive the competitive element (eg 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 a platform to communicate standings at ski resorts and provide the opportunity to challenge the professional skiers. Finally, we used on site activities, like the digital score board, to celebrate the one 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 of 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!)