2300-Marketing from the top of the world

Hanes has found an extra special way to promote a new Champion brand line of mountaineering clothes. They are taking them to top of the world, Mount Everest. And inviting everyone else to follow along, and conquer their own “Everests”.




Champion has launched a website, www.ClimbEverestWithUs.com, a really interactive site featuring all sorts of people telling what "their Everest" is. One girl says her challenge is making comic books, another wants to change and unite the world with his art. Once again, ordinary people doing their advertising. In the background sentimental music is playing, while videos of each person trying to accomplish their "Everests" is played.

Their main spokesperson is a famous mountaineer by the name of Jamie Clark, who announces that he wants to be at the top of the world, and Champion clothing will help him get there.

Each person that will submit their "Everest" either via text, Facebook, or on the website, is entered into a contest to win $10,000 cash towards achieving their goal.

I think it's brilliant. They have chosen those things that people are most passionate about in their life, and given them a chance to win money that will help them accomplish those dreams. And by getting them involved in such a campaign, they bring a lot of publicity to the website and on Facebook.

Another good step they have taken is hiring two free-lance writers who already have high numbers of followers. This brings their site credibility, gives the writers more followers, and brings those followers to their website.

All very smart moves that benefit the company, and in turn get people very motivated.
The entire story can be found here.