Nestea forecasts snow this summer
The iced tea co is bringing skiing and snowboarding to three Canadian hills this summer, inviting boarders of all ages to the Chill on the Hill via Facebook and radio.
Nestea is promoting its refreshing vibe with three free events that combine winter and summer fun. The Nestea Chill on the Hill is happening in Mont Tremblant, Que. on June 20; Glen Eden in Milton, Ont. on July 18; and a yet-to-be-determined location in western Canada. The events will bring together winter activities like skiing and snowboarding with summer fun on the beach or by the pool.
Staff will chip away at 300-pound blocks of ice for two days to cover the hill in snow, creating a railslide and quarter pipe snow park. Event-goers can also get tips from Olympic snowboarders or play beach volleyball and hang out at the pool. The Mont Tremblant event will conclude with a concert by Montreal’s Sam Roberts Band.
The event was created for Nestea by US agency Soho Square, while Toronto- and Vancouver-based experiential marketing firm Inventa will be involved in on-site activation. Nestea is promoting Chill on the Hill with a Facebook group, Facebook ads and radio spots in Montreal and Toronto. Cossette Media handled the media buy. The ad buys for western Canada have not yet been finalized.
The events will also feature an ‘interactiviTEA Lounge’ where guests can use WiFi-enabled laptops to share photos and get news on the Chill on the Hill fan group on Facebook, or tweet about the event on the #chillonthehill channel on Twitter.
Nestea is expecting 10,000 visitors to the Mont Tremblant event. ‘Being a resort, Mont Tremblant has traffic itself, so we’re leveraging that,’ says Wallace Leung, senior brand manager, tea at Coca-Cola, the distributor of Nestea. The events are targeting skiers and boarders of all ages, though minors will require parental waiver forms.