Columbia Sportswear Company, based in Portland, Oregon, has recently started a global marketing campaign for their newest line of jacket called Omni-Heat. The jackets themselves are meant to create heat while reducing the bulk of other ordinary jackets.
From the social media plans to the marketing strategies, Columbia Sportswear has gone above and beyond to ensure the success of this campaign. One of their resourceful tactics have been the creation of their new commercials.
The commercials are all based around winter athletes standing practically naked amidst freezing climates being pelted with snow, emphasis on female naked athletes. Now the majority of us would simply keel over and die, but let’s keep in mind how much they are being paid. After being pelted with snow they are thrown an Omni-Heat jacket and immediately restored to a comfortable body temperature. Although this is a highly unlikely situation to occur, the humor of it brings awareness to the product.
Key elements of their campaign strategy have been to show the public, first hand, the technology and science that goes into making a jacket like this possible. For many of us, we simply believe needles and thread what make up a jacket and a few swatches of fabric. By including their public in the creation of their products, they will create a trust and mutual respect. This in turn will create life-long customers.
To include the Social Media aspect into their campaign they have created contests for followers on either the company’s Twitter or Facebook sites to become involved with. Their most popular contest called “Ice Pics” involves contests sending photographs of themselves wearing an Omni-Heat product in an extreme cold setting. The program will reward participants weekly with gift certificates and produces.
Last but not least, to emphasis the strength of these new jackets, Columbia Sportswear equipped members of the Canadian Freestyle Ski Team with new Omni-Heat jackets. The team was later quoted saying that because the jackets kept them warm and limber they were successfully able to bring home Canada’s first Olympic gold medal. Although it is pretty unbelievable that a jacket was the sole cause of an Olympic victory, the story is still effective to the success of the Omni-Heat campaign.