Columbia Sportswear Co. last week launched its Omni-Heat collection with the largest and most integrated global marketing campaign in the company's history. The marketing launch features print, online, web broadcast, social media and event marketing.
Six thirty-second television spots will feature people testing Omni-Heat technology in ridiculously frigid situations, including a boxer-clad man being blasted by snowballs. The spots will broadcast internationally and are viewable on Hulu, NBC and CBS.
A print campaign will reach over 14 major print publications, including several multi-page high impact executions in both traditional outdoor-oriented magazines and broader reaching technology and sports publications.
Under a social media program called “Ice Pics,” Columbia will ask its U.S. Facebook fan base to send photos of themselves using an Omni-Heat product in an extreme setting. Weekly prizes of including $50 and $100 gift certificates will be distributed. Finally, a national “Freezer Tour” kicked off earlier this year at the ESPN X Games in Los Angeles in July and will run through the end of November with stops planned across the country. During the Freezer Tour, consumers are invited to test Omni-Heat products while singing karaoke in The Coldfessional – a large freezer that transports them to the coldest places on earth.
