Success story · Ibercaja · Aramon

Frozen Emotion

21.120

experiences

Case summary

A phygital experiential marketing experience that combines a physical suspension bridge with Virtual Reality to promote Aramon's ski season in the heart of Zaragoza.

Ibercaja and Aramon —the business group that operates Aragon's main ski resorts— developed with Ibercaja Xplora an unprecedented experiential marketing campaign to promote the ski season passes. The activation, installed at Ibercaja's headquarters in the centre of Zaragoza, combined a physical suspension bridge with a Virtual Reality experience that transported users to the top of two peaks in the Aragonese Pyrenees. Only those who dared to cross the bridge and ski down in the virtual environment won the Aramon season pass.

Client

Ibercaja · Aramon

Sector

Tourism

Service

Experiencias inmersivas XR

21.120

Experiences completed.

253.440

Steps on the walkway.

84.480

Total virtual kilometres skied.

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01 The challenge

Bringing the thrill and adrenaline of the mountains to the city centre.

Ski pass promotion campaigns in the snow tourism sector usually rely on traditional marketing formats —ads, posters, social media, point-of-sale presence— that compete in an environment saturated with stimuli. Ibercaja, as part of its strategic agreement with Aramon, was looking for a different way to communicate the new ski season at the Aragonese resorts: an activation that would bring the people of Zaragoza the real thrill of the mountain without leaving the city centre, and that would connect users emotionally with the brand before the season began. The challenge was to design a memorable, singular format capable of generating conversation.

02 The solution

A suspension bridge, two virtual peaks and a lot of fun.

The solution is Frozen Emotion, a phygital experiential marketing experience installed at Ibercaja's headquarters in Zaragoza. Users put on Virtual Reality glasses and physically cross a suspension bridge with physical props and sensors that heighten the sensation of height and vertigo. The virtual environment transports them to the top of two peaks in the Aragonese Pyrenees, and once the crossing is complete they can ski down a virtual Aramon slope. The combination of a real physical element and an immersive experience multiplies the emotional intensity: 253,440 steps on the walkway and 84,480 virtual kilometres skied across 21,120 recorded experiences.

Next step

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Key learnings

What this case teaches the sector.

Lo físico amplifica lo virtual.

El vértigo de un puente colgante deja de ser abstracto cuando el usuario lo cruza de verdad. Combinar un elemento físico real con la Realidad Virtual multiplica exponencialmente la intensidad emocional de la experiencia, porque el cerebro deja de procesar la ficción y activa la respuesta corporal como si fuera realidad.

Un forfait se recuerda si se ha ganado.

En marketing experiencial, la recompensa transforma la percepción del producto. Convertir la obtención de un forfait de temporada en un reto personal —cruzar el puente, descender la pista, superar el vértigo— genera una asociación emocional con la marca patrocinadora que ninguna campaña convencional puede reproducir.

El marketing experiencial también es medible.

Durante años, las activaciones phygital se han vendido como experiencias memorables sin métricas claras. Diseñar la campaña con sensores integrados en el atrezzo físico permite capturar cada paso, cada kilómetro virtual y cada experiencia completada, y transformar una activación de marca en un producto con métricas de negocio verificables.

La banca es socio natural de la promoción territorial.

Cuando una entidad financiera con arraigo regional acompaña la promoción de las infraestructuras turísticas de su territorio, el mensaje trasciende el patrocinio. Ibercaja apoyando a Aramon no comunica solo esquí: comunica compromiso con la economía territorial, con el turismo aragonés y con las marcas industriales de la región.

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