Snowflake Mountain (1.0)
Videos, site, and game

Awards:
Creative floor | GOLD
PM Society | GOLD

This past winter, a marketing team at Alexion Pharmaceuticals had to train their sales representatives on a complex rare disease called mysasthenia gravis, or MG.

MG is often called “the snowflake disease” because it affects everyone who has it differently. This small fact inspired the creation of Snowflake Mountain, an entirely digital ski resort where sales reps were whisked away on a fun yet academic holiday. The guide, a nameless, bumbling, yet surprisingly well-versed ski pro, led the team through 10 training modules in total. The videos couple complex medical data and lay-out-loud puns, spit-take-inducing outfits, and a super-cool mustache.

The training was introduced through a physical kit, with instructions and wintry Snowflake Mountain-themed swag. The training site was built to reference a ski trail, with markers delineating how far up the mountain(i.e., how far into the training) they were. The experience was )snow-0capped off with an interactive foggy goggle game to reinforce the information covered.

Schneeflockenfest (Snowflake 2.0)
Videos, website, and direct mail

The sales training needed to do more training in the fall, so who doesn’t want a spin-off of Oktoberfest? Like any ski resort, they get creative with different festivals during the off-season. Snowflake Mountain 2.0 is hosting a festival called “Schneeflockenfest” which is Snowflake Mountain in German.

Case study

Videos

Schneeflockenfest (Snowflake 2.0)