Instead of issuing a press release about opening up for the 2009/2010 ski season with a triple line of park jumps, Breckenridge shot a video with their team riders a day before the mountain officially opened for business to show everyone what was available on opening day… the video has 8,658 unique views on as of this morning. That number does not take into account video embeds on 3rd party sites / blogs, etc.

Had this message been delivered via a press release it would have probably only seen 1,500 to 2,000 views tops.

Awesome work, Breckenridge!