Nearly 500 specialty retail stores nationwide are on tap to participate in the first-ever VERB Project Zero Degrees winter sports program. This program was developed in cooperation with SnowSports Industries America (SIA), and the US Department of Health and Human Services Center for Disease Control and Prevention (CDC) to promote snow sports among kids aged 9-13 through the powerful national VERB campaign.
An extensive marketing campaign is currently live in key kid portals such as Sports Illustrated for Kids, nick.com, bonus.com, kaboose.com and other print and online outlets inviting kids of all ages to stop by their local specialty retail store on December 4th to pick up their FREE Activity Kits. The kits include: United States Ski and Snowboard Association (USSA) team athlete activity cards, a carabiner, stickers, tattoos and a free magazine subscription to Ski Racing. All items are packaged in a “kid cool” reusable pouch.
VERB Project Zero Degrees was developed to increase awareness and participation of winter sports among kids. The VERB brand touts a 79% recognition rate among kids ages 9-13 and has quickly become a powerful tool to change perception and behavior. Kids aware of the VERB campaign are 34% more active than unaware kids. VERB has touched more than 17 million kids and parents to date.
“SIA and VERB both recognize the importance of reaching out to the youth market and increasing activity among the demographic,” said Alicia Allen, consumer marketing manager for SIA. “VERB Project Zero Degrees provides a great platform to not only encourage increased activity but promote awareness about an industry that envelops fun in the snow.”
Kids can visit VERBnow.com and snowlinkjr.com throughout the winter season to engage in fun snow sports activities online and outdoors. Additional USSA activity cards will also be posted on VERBnow.com along with athlete tips, tricks and more.
The integrated VERB campaign uses advertising, marketing, events and partnership activities to ensure that campaign messages reach children whenever they are looking for something physical to do. Through multicultural media partnerships, the campaign is designed to reach children in all socio-economic and ethnic backgrounds – including specific outreach for African Americans, Asian Americans/Pacific Islanders, Native Americans and Hispanics/Latinos.
To find out how your local retailer is participating, visit VERBnow.com, click on the VERB Project Zero Degrees logo on the home page and type in a zip code for your area.
For information on the program on a national level, please contact Alicia Allen, SIA consumer marketing manager at aallen@thesnowtrade.org.
Project Zero Degrees is one directive of SIA’s Project Kids Initiative whose goal is to increase awareness and participation in snowsports among kids ages 6-13 both directly and through key influencers. VERB Project Zero Degrees and snowlinkjr.com are focused on direct messaging to the youth. Winter Feels Good, the public relations component, speaks to youth via influencers such as parents, teachers, coaches and others.
