If a player made a snowman from 30 snowballs and added this item to the snowman, it came alive and asked to talk with the player. He will tell the player about the Land of Snow. The player could talk to a snow imp during the event to get another hat.
If a player made all the snowmen, he could go to Land of Snow, talk to a snow imp, and keep asking about Land of Snow. After a while, the snow imp would take you there.