Weekly Buzz Viral campaigns & branded content

Liquid Mountaineering – Now a World Famous Sport

A few weeks back your Weekly Buzz posted an article about the new sport Liquid Mountaineering. Experts in viral advertising would have spotted the Hi Tec shoe as the client, because of the clever method the shoe was incorporated in the film. More than 4.5 million people have seen the film and considering the short time it have been on YouTube (launched April 28^th) it is definitely to be considered a viral success.    

The great idea for the viral has spread creative seeds among YouTube users, who subsequently have uploaded their own attempts in mastering the sport. If the users are creating spoofs or actually are trying to run on water is not always easy to determine, but it sure is entertaining, here’s one of the shorter ones:

A couple of dedicated fans from Seattle have even started their own Liquid Mountaineering Club where they are trying new techniques and they have made a great spoof version:

If you have the time, try to search on YouTube because there are a lot of great spoof versions. Hi Tec have uploaded a “Behind the scenes” featuring the creative team behind the campaign talking about the idea and the production. The brief from Hi Tec was very simple “Make us famous!”. In conclusion this viral advert can only be regarded as a success and when this year ends your Weekly Buzz is most certain that this campaign will be mentioned when discussing the most successful campaigns of 2010.