Effort: Verizon Luge Challenge.
Agency: The Event Company, Westport, Conn.
Twist: Clinging to an event through three corporate monikers and steadily advancing market territory over five years, Verizon offers the annual Luge Challenge free to consumers at six top ski resorts. Participants are timed on a personal luge run vs. times set by USA Luge National Team athletes, who provide live demonstrations. Five winners at each weekend event take home prizes including sleds and ski items from Fox River, LaCrosse Footwear, Marker Outerwear and Uvex Sports.
Vital statistics: First under Nynex as a Northeastern telco, then expanding under Bell Atlantic into the mid-Atlantic and now under Verizon as a national telecom marketer, the Luge Challenge reached the West for the first time this year. The series concludes April 1 in Truckee, Calif., with more than 2,000 participants and thousands of additional spectators.