Excited about the possibility of fresh powder for skiing or boarding? Or, dreading the extra time snowfall will add to your commute? Well, Helly Hansen, makers of winter sportswear, have released an alarm clock app that will wake you up earlier if it has snowed the night before.

Users provide their location upon entering the First Tracks app. After confirming the right location, you’re prompted to set a “powder alarm,” to alert you to any fresh snow powder in your area, as well as default alarm that will go off at your normal wake-up time if snow fails to fall. The app defaults to setting the two alarms an hour apart, but the user can change these to whatever she likes.

The app is meant for those excited about snowfall but given the way snow can wreak havoc on the morning commute, child care arrangements and schools, this app could come in handy for non-snow-bunnies, too.

It seems rare to find a non-marketing app coming from a marketer. It’s an on-brand implementation but it’s refreshing to not have the marketing front and center here. Anyone looking for freebies, though, can take part in their Instagram competition. Helly Hansen is asking app users to share photos of their “first tracks” in the snow on Instagram, tagging them with the hashtag: #HHFirstTracks. “The best photos” will be rewarded weekly with free gear.

First Tracks is available for free on iOS and Android.