I did see a design for reflective bumps for cold-climate.. they were spring-loaded so they would get shoved down into the pavement when run over.. and popup afterwards.

In my town, they do something much simpler. The reflectors are mounted in little "troughs" in the road so that a snowplow can go over the top of them without ripping them up. The troughs are designed so that you can still see them while you're driving.