“Liquid Mountaineering” Video Unveiled As Branded Hoax

“Liquid Mountaineering” Video Unveiled As Branded Hoax

Sportswear brand Hi-Tec reveals itself as the perpetrator of the online prank.

Paloma M. Vazquez
  • 4 june 2010

A three-minute long video dubbed “Liquid Montaineering” has garnered significant attention since launching in April. The video depicts men talking about a new challenge – managing to run across a lake or stream – as if it were the next counter-culture sport. Its humorous yet professional tone and high production quality seems to have provoked curiosity as to its purpose and source, and helped it amass over 4.45 Million views since its launch. On June 1st, sportswear firm Hi-Tec revealed itself as the source of the viral hoax.

Created by Amsterdam-based CCCP, the video has been discussed on thousands of blogs, as well as on TV shows in nations including Japan, Brazil and Korea. It has even notched a spot on the top 100 favorite all-time viewed global sports clips on YouTube.

According to Simon Bonham, Hi-Tec’s group head of marketing,

“The idea was to take a traditional form of marketing and totally turn it around on its head, in the process capturing the fun, spirited side of our brand.”

This is another recent example of how a brand can use social media to facilitate a compelling, engaging idea becoming “viral”. Of course, that requires the idea to be interesting, entertaining, or curiosity-provoking to be worth spreading to begin with. But it also demonstrates an idea where the objective is quite clearly to increase the brand’s awareness, or positive attributions to it. It will be interesting to learn if Hi-Tec ever expected this to impact its sales results in the short-term. Or if the increased consumer perception that its water-repellant products can almost help you walk on water – or at least stay dry around it – is enough, for now.


[via BrandRepublic]


Editorial Roundtable: What A People-First Workplace Must Prioritize First

Work Today

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Today

Airport Mural Puts Passengers In The Clouds

The installation in an Amsterdam terminal lets travelers float through a series of billowing 3D digital shapes


Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Automotive Today

DevBot Is An Intelligent, Driverless, Electric Car

The unmanned test vehicle from RoboRace is a preview of upcoming AI race models

Fitness / Sport Today

Turn Any Wearable Into A Mental Health Tracker

Cognition Kit is a software platform that lets people track and better understand their cognitive states

Augmented / Virtual Reality Today

AR Ski Goggles Make Racing Down The Slopes Even More Immersive

Israeli startup RideOn weaves digital overlays into the thrill of skiing with an unconventional pair of protective eyewear

Advertising Today

Japan Wants To Make 2020 Olympic Medals From Recycled Electronic Waste

The Tokyo Games could showcase the first-ever gold, silver and bronze awards made from discarded phones and computers

Culture Today

This Small Town Has Become A Hide-and-Seek World Championship Destination

An old abandoned village in Northern Italy has become a massive playground for over one hundred competitive players


Future Of Work
Cultivating The Next Generation Of Leaders

PSFK Op-Ed august 24, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs Today

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Design Today

Garmin’s New Smartwatch Is Challenging The Luxury Market

The brand adds a premium version of its popular multi-sport trainer to its accessories collection

Syndicated Yesterday

What Could The Highway Of The Future Look Like?

As technology for automated vehicles improves, there’s a sharper focus on building a ‘smarter’ infrastructure where they can thrive

Design Yesterday

Plastic Wind Trees Are Bringing Sustainable Power To Residential Homes

These French-made turbines are offering a small, aesthetically pleasing approach to affordable personal energy

Home Yesterday

Dyson’s Wi-Fi Connected Fan Purifies, Cools & Heats The Air

The new luxury home appliance aims to be an all-in-one device for the connected home

Education Yesterday

Bringing Virtual Reality And Telepresence Robotics To E-Learning

This Learning Management System is embracing new technologies to reallocate teaching resources to where they should be going


Rio Olympics
Innovation Coverage From The Rio Games

Advertising Yesterday

Brewing Company Turns Car Emissions Into Ink

Tiger Beer has created a sustainable process to transform air pollution into supplies for street art

Design Yesterday

Space-Saving Sofa Has Extra Furniture Hidden Inside

Living in an apartment with limited space? This three-in-one bed transforms based on your needs

Culture Yesterday

Browser Extension Blocks Any Pages That Make You Unhappy

The software can detect your facial movements and prevent content that brings up negative emotions

No search results found.