Idea/implementation
28 people died in avalanches in Switzerland in 2009. Nearly all of the avalanches were triggered naturally. To improve the security of all snow sport enthusiasts, the Swiss mountaineering outfitter Mammut assigned an iPhone based support tool for assessing avalanche hazards.
Alpine sports enthusiasts need four instruments to correctly rate current avalanche danger: altimeter, inclinometer, compass and information from the avalanche warning systems. Mammut has combined these tools for the first time into one application, thereby reinforcing its mountaineering authority. The accompanying banner ads campaign and newsletter to the Mammut community are generating additional awareness of the app.
Result
The application was downloaded 80,000 times in the first six months alone. It is among the 20 most popular apps in Switzerland and is a topic in many alpine forums, blogs and magazines. Every 5th Swiss iPhone has the app installed. Today it ranks in the core market as a top 5 download in the utilities category.
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virtual avalanche banner / http://www.awardeinreichung.de/mammut/lawinenbanner/en |
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virtual avalanche newsletter / http://www.awardeinreichung.de/mammut/virtualavalanche/en |
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