Columbia Sportswear has been “trying stuff since 1938.” Now, with the help of CMD in Portland the recreational clothing maker is trying on the content producer’s role with the release of a new brand-sponsored documentary, I Am #OMNITEN.
Each year Columbia selects ten more people to join its #omniten program. The #omniten are not full time editors or paid professional athletes. They are college students, they are single mothers, they are successful business people. They are real people. The common thread among them is a love for the outdoors, and an appetite for adventure.
“We realize there is an entire audience out there who are either avoiding traditional advertising, or tuning it out entirely,” said Scott Trepanier, Columbia spokesperson. “Our challenge as marketers is to build stories that resonate with our communities, whether that be through humor, inspiration or education.”
Columbia launched the film on Thursday using Google+ Hangouts On Air, Google’s live streaming capability. It’s the first time a feature length film has premiered with the ability to interact with the entire cast, according to Google.
Already, the Queen of Jordan (Queen Rania) shared the trailer for “I am #OMNITEN” with her more than 3.2 million followers on Facebook. A royal score in any marketer’s playbook.