Two weeks of “worldwide buzz” at Hi-Tec
Sports brand Hi-Tec says a viral marketing exercise it has begun has created “two weeks of worldwide buzz”.
The idea centres on a video that shows off the water repellency of some Hi-Tec shoes. In 2007, the brand became the first big name to apply P2i’s ion-mask technology to its shoes. As a result of the campaign, the film has reached the top 100 favourite all time viewed global sports clips on video website YouTube with viewing figures reaching well over 4 million. The film shows three athletes appear to run across a lake.
The company’s head of marketing, Simon Bonham, commented: “We wanted to create a piece of entertainment around our hydrophobic footwear and get people talking and thinking about the brand differently.”
He confirmed, however, that the technology will need to make substantial further progress before wearers of Hi-Tec shoes are really able to walk, or run, on water.
