Hi-Tec’s video of “Liquid Mountaineering” has gone viral on YouTube, with over 9 million views, making it a cost-effective advertising strategy for the company.
Hi-Tec’s video of “Liquid Mountaineering” has gone viral on YouTube, with over 9 million views, making it a cost-effective advertising strategy for the company.
Hi-Tec is a European outdoor footwear company with its U.S. headquarters in Portland.
The video depicting young men dashing on top of water in their liquid-repellent Hi-Tec trail shoes gained valuable attention without costing money for television or print advertising. It’s also drawn attention to the video’s bit player, the V-Lite Infinity HPI, a trail shoe that actually turns out to be the centerpiece of a broader brand awareness campaign for Hi-Tec.
The company hopes to build on that buzz and move up in the outdoor footwear world of boots and trail shoes. One industry analyst ranks the company fourth in U.S. overall, with an approximate 7 percent share in 2010 of the $2.5 billion U.S. market, and not even the top 20 for trail shoes segment.
Read more at OregonLive.com.
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