Walkin’ on water

These days you can’t just sell a product by starting a marketing campaign. To sell a product, you have to create a phenomenon and sell a lifestyle. The trick is creating the phenomenon and selling the lifestyle without anyone realizing that you’re also trying to sell a product. Enter Hi-Tec’s Liquid Mountaineering ad campaign.

Back in 2009, a video popped up on Youtube introducing the world to the newest extreme sport sweeping the world, Liquid Mountaineering. In other words, walking on water. The video was shot like a documentary and ostensibly filmed in Portugal featuring a number of foreign athletes who helped “invent” the sport. The video interviews these athletes and they talk about how the sport got started and then show a number of attempts to liquid mountaineer. In the video, the athletes are all discretely wearing T-shirts and sweatshirts branded with Hi-Tec. A few of the athletes make mention the fact that the sport became possible due to their discovery of a pair of 100 % water repellant shoes. The video gained over 4 million hits. Suddenly everyone was talking about Liquid Mountaineering. If this all sounds a bit fishy to you, it should. A lot of people fell for the video. It was shot documentary style and seemed plausible enough. A Facebook page and a blog were made in homage to the new sport and the “athletes” were obscure and foreign enough that any person on the internet would not be surprised if the only mention they found of them was through the Liquid Mountaineering sites. When a few people noticed the Hi-Tec branding and questioned them about the video, they at first denied any involvement. It wasn’t until some time later when they acknowledged that yes it was an ad campaign and yes the videos were not real.

When asked about the campaign Simon Bonham, the head of marketing at Hi-Tec, explained that the goal of the videos was to “capture the fun, spirited side of our brand.” Bonham and Hi-Tec wanted to sell the Hi-Tec “lifestyle,” as the most extreme of all the extreme sports clothing brands. To do that, they invented an outrageous sport and sent into the blogosphere where they got all the free publicity they needed. When a video goes viral there’s no telling how large the audience and the exposure will get, certainly more than any commercial on a hit TV show. And you can bet anyone that saw that video wont be forgetting who orchestrated the gag.

Check out the video:

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