Salomon are letting you dictate the action in their latest TV show, ‘Salomon Unscripted’. In real-time, brand’s Instagram and Facebook followers will be able to decide on the path of Salomon athletes Kalen Thorien and Stan Rey as they embark on a unique European ski trip.
Their 10-day trip began yesterday (January 9th) at Salomon’s Annecy Design Center in the French Alps, with voters deciding their first destination to be Sestrière in Italy. From here on in, wherever they go will be decided upon by Salomon’s online community of followers. With a Salomon TV Crew in tow, the result will be a Salomon TV episode that will air at the beginning of the 2018/19 season.
Since launching Salomon TV more than a decade ago as Salomon Freeski TV, the platform has produced numerous episodes and short films that have won awards at film festivals and gathered a legion of loyal followers. However, this is the first time Salomon have let their followers dictate the itinerary of an episode. Before departing on their trip, the team filmed this Facebook Live video discussing their expectations:
#UNSCRIPTED starts…now.For the next 10 days, Kalen Thorien and Stan Rey will be travelling through the Alps. Only twist? You, the fans, control everything. From the resorts we should go, the lines we should pick, to the beer we should drink. You can follow the adventure and direct those guys on @SalomonFreeski's Instagram Stories.We go Live from Salomon HQ in Annecy, France to go over the gear we are bringing.
Posted by Salomon Freeski on Tuesday, 9 January 2018
“I think it will be incredibly unpredictable because we will be able to have this authentic adventure that’s been curated by our followers,” Thorien said. “It’s completely on a whim, so I’m excited to see what our followers want us to do. It’s really different for us because usually things are scripted and we have a schedule. With this we could go hiking, running or even cross-country skiing.”
Using Instagram polls and various Facebook features, Salomon fans will be able to vote on not only where Thorien and Rey go skiing, but a host of other decisions too, even down to what they have for dinner. In short, Salomon is asking its followers to be its “social compass”.
The goals of the trip are to evolve the way Salomon interacts with fans, to allow the brand’s loyal followers to play a role in its content and to learn what they’d like to see and experience more of.
The video below shows the fantastic conditions fans sent Thorien and Rey to in Sestrière – we think they’ll probably be pretty pleased with that decision!
#UNSCRIPTEDSestrière, IT was a wise choice, thank you guys. With the lifts only starting to re-open, we are now stuck with a new dilemma: stick to the 🇮🇹 Piemonte and wait it out or follow our fans’ recommandations and head to La Grave🇫🇷 ?Cast your vote by watching our Instagram Stories right now!
Posted by Salomon Freeski on Wednesday, 10 January 2018
“As a brand, we’re always looking for new ways to evolve and deliver content that inspires people to get outside, whether that’s skiing, running or hiking,” says Simon Brizard, Salomon’s Digital Community Lead, who will be pulling the strings on the social media element of the trip.
“That often means experimenting with new features that become available in the digital marketing world. In this case, we’ll be combining our huge social media presence and loyal followers with a successful program like Salomon TV. We’re looking forward to seeing where the fans send the athletes and crew to make this episode.”