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New ebook: The 7 Deadly Mistakes of Social Media Marketing...And How To Avoid Them
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Cercone Brown & Co. Honored as One for the “Best Online Marketing Campaign for 2009”
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K2: Seth Pistol Skis

Located on an island in Seattle's Puget Sound, K2 has lived the rebellious spirit of youth for decades. But the company had missed the New School Ski revival and was having a crisis of cool.

When you sponsor guys like Glen Plake and his three-foot high Mohawk, you don't do “normal” PR with a nice little two-pocket press kit. You hold the press ransom.

Using Seth Morrison, one of the world's best, young, fearless Big Mountain skiers, and his signature “Seth Pistol” skis, Cercone Brown's campaign repositioned K2 as one of the drivers of ski culture. And the likes of Rolling Stone, Time, Playboy, Esquire, Men's Journal and The Today Show spread the word. By the next winter, K2 had six of the top 10 selling skis.