Pioneers of the Greater Outdoors

Columbia Outdoors has had a new campaign running for a couple of months now. Maybe you have seen the guys using the wake from tanker to long board or Dan Heaton, an off road unicyclist. I love this campaign because it urges people to break the mold of traditional outdoors adventures and make up there own. Columbia allows you to nominate a person as a "Pioneer of The Greater Outdoors". This is making a hobby, that is minimally connected to the internet, interactive and drawing people to their website. In no way is it the most elaborate plan, but for these outdoors man and women it brings just enough technology to not scare them away. Every commercial depicts a story and in a sense urges the watcher to go learn more about that individual(s) on their website. It doesn't yell at you to go to the website or promise 50% off if the ad is mentioned, but it sparks interest and uses human curiosity to draw their target market to their website.