Sabotage Stupidity

With the ski season hotting up, Snowboard brand Burton has launched their latest campaign fueling the continuing battle on the slopes between Skiers and boarders.

'Sabotage Stupidity' certainly takes user generated content to another level. There are still 4 resorts in North America that don't allow snowboarding, so Burton have laid down the gauntlet and thrown down a cash reward of $5,000 to the person or crew who submit the best video 'poach' at each of the resorts, encouraging boarders to go where they are not allowed, and documenting it in true rebellious boarding style.

A very risky and controversial move by the brand, but very much targeting their key consumers at a time when many brands are jumping on the band wagon of less exciting user generated activities.

One might be thinking that surely this raises some legal issues, but Burton have included the 10 commandments of 'poaching' which include, 'whatever you do, don't break the law' and 'remember, ass out, knees down in the moguls'.

Check out the viral and the website here:

http://www.burton.com/poachers/Default.aspx



Keep it peaceful maaaaaan (Commandment no.5)