Mammut Get Smart Campaign
For Immediate Release
Alycia Cavadi, Momentum Media PR
Mammut Get Smart Campaign Has Climbing Communities Looking For Their Very Own “Agent 86”.
Burlington, Vermont (May 27, 2009) - Mammut Sports Group USA, providers of Swiss quality alpine gear and apparel, today announced the Mammut Get Smart contest, a promotion that will draw climbing communities together both online and in real-time. Climbers from coast to coast will compete for a chance to win Mammut ropes, climbing gear, and Mammut’s new Smart assisted belay device. The contest kicks off June 1st, and will run through July 17th, 2009. The Get Smart contest stems from the success of Mammut’s Smart belay device. With the increasing popularity of sport and indoor climbing in mind, Mammut designed the Smart as an assisted belay device that aids in catching a fall, especially with newer lightweight and skinny ropes. The device also shines in situations with partners of varying body weights, making catching a fall intuitive and safer. The innovative design earned the Smart the OutDoor Silver Award as well as the coveted Red Dot Design Award for 2009. The device was also featured in the recently released Outside Magazine Summer Buyer’s Guide as essential climbing gear for 2009.
The Mammut Get Smart contest is loosely based on the 1970’s sitcom, Get Smart, in which Agent 86, awkward and bumbling, surprisingly has enough physical prowess and dumb-luck to always save the day.
The Mammut Get Smart contest engages regional climbing communities, asking climbers to look to their climbing peers at local crags and nominate their own Agent 86 – that absent-minded, klutzy climber who steps on the rope and puts his harness on backwards, yet is somehow always able to pull off the challenge regardless of his or her climbing ability. The nominators and Agent 86 nominees are all eligible to win the grand-prize, which includes a bounty of Mammut climbing gear, and a Smart belay device.
The Get Smart contest will reach out to regional climbing communities in the northwest, southwest, Rockies, southeast and northeast through social media sites such as Facebook, Twitter, Flickr and popular local climbing forums. This social media call to action enlists climbers to nominate the person in their community whom they feel best exhibits the characteristics of Agent 86. Participants then post their nominations and evidence of why that person best fits the Agent 86 mold to Mammut Sports Group Facebook fan page in the form of photographs, videos, poems, haikus and 140-characters-or-less tweets. All Get Smart nominations will be posted for the duration of the contest on the Facebook page for all to see, further inspiring other nominations and inter-community competition.
On July 15th, 2009 Agent 86 nomination submissions will be reviewed and finalists from each region will be selected based on creativity and best supporting evidence. These regional finalists, including both the nominator and Agent 86 nominee, will be revealed on the Mammut Sports Group Facebook fan page and on other social media platforms, and each will receive a Mammut Smart Belay Device.
From among the finalists, Mammut Sports Group employees will then decide on a national grandprize winner, again including both the nominator and Agent 86 nominee. These winners will be announced on July 17th, 2009 on the Mammut Sports Group Facebook fan page and will also be communicated via other social media avenues. As reward for their successful nomination, the Grand Prize winners will both win a Mammut Infinity Rope, Hermes Harness, a Smart Belay Device, and other Mammut climbing gear – everything they will need to get back to the crag in Smart style.
How to Participate
Participants will log on to Mammut Sports Group Facebook fan page and become a fan if they aren’t already. The Get Smart Contest page will be located under events and will allow the participant to RSVP. All participants can post their nominations, stories, photos and video directly to the contest page.
About Mammut Sports Group
Based in Switzerland, Mammut is a leading manufacturer of all-season alpine gear, apparel, and footwear. For more information on all Mammut Sports Group apparel, gear, athletes, and brands, or for media inquiries, contact Alycia Cavadi at 617.875.5553 or firstname.lastname@example.org