Possibly inspired by Whistler’s Embedded campaign, Thyon took a more light-hearted approach to employ their own esquimau to live for 14 days in his own igloo on the mountain.
The candidate was chosen by interview from a shortlist of 40 candidates.
Once on the mountain, Pierre – the successful Eskimo – uploaded videos to YouTube and Facebook, pulling in tens of thousands of impressions. He was also visited by skiers and snowboarders in his igloo every day, to see what was going on, and to enjoy the free ice-creams he handed out.
Crucially, the Eskimo story was picked up by the television station TSR, earning a huge exposure for a relatively low cost campaign: