Leisure marketing at its viral best: Hi-Tec Sports

June 12, 2010

Are you interested in using viral video as part of your leisure marketing mix?  “Liquid Mountaineering” by Hi-Tec Sports, an English manufacturer of waterproof shoes and hiking boots, is a textbook study on how to produce viral right.  No wonder this video got over 4 million views worldwide.

There are 3 crucial elements that makes this video work:

1. Hi-Tec has a great product with a simple benefit.

2. They chose an agency who had developed great broadcast for another leisure brand.

3. They created a scenario that fascinated outdoor enthusiasts.

Of course there’s a lot more work that goes into producing successful viral campaigns than just good production. According to a recent case study from go viral, one of the world’s most successful viral video production companies, they use the following strategy to help their clients’ videos go viral.

Go viral’s four stages to a successful viral campaign strategy:

  1. Create intriguing content that speaks the language of your target audience.
  2. Use Comscore, Technorati, and other site ranking tools to find the most popular and influential websites, blogs and forums to your target audience.
  3. Seed your video in the most relevant online environments, and reach out to online influencers who are most likely to stimulate interest among a larger community.
  4. Continually maintain and activate the content in broader video sharing and social environments, to generate the momentum necessary to reach critical mass.

Before you shift all your leisure marketing budget over to viral, be aware that even with the best advice, the odds of your video going viral are  completely unpredictable. That’s according to Tim Hwang, an internet culture expert who was recently interviewed by CNN for their article “What makes videos go viral?”.

Which is not surprising when you consider that people have uploaded more content to You Tube  in the last 60 days than the 3 original television networks have produced in the last 60 years.

Want to see how Hi-Tec helped their athletes walk on water?  Watch “The making of Liquid Mountaineering” video.



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