We organized SSX Shakes, an exclusive launch event on an indoor slope for a very limited audience of the most influential and relevant bloggers and journalists. On the slope we placed a cocktail bar. Our invitees first had to choose one of the free cocktails that were all named after a typical snowboard trick. The cocktails however, were not shaken by bartenders but by pro-riders who performed the corresponding snowboard trick. Afterwards, every blogger and journalist received a personalised film with the making of his SSX shake to share with friends, fans & followers.

100 bloggers and journalists were invited. 78 were present at the SSX Launch Event, each of them received a personalised film. All 78 wrote an article or blog piece about it. Which was exactly what we hoped for.