Global Sport and Outdoor Brand Hi-Tec behind ‘Liquid Mountaineering” viral

After two weeks of worldwide buzz, Hi-Tec, the Global Outdoor and Sports brand has revealed they were the team behind the ‘Liquid Mountaineering’ viral which has taken the Web by storm.

The viral has now reached the top 100 favourite all time viewed global sports clips on YouTube with viewing figures reaching well over 4 million!

The documentary-type film features three guys who run across a lake thanks to the water repellent qualities of their Hi-Tec shoes.

Simon Bonham, Hi-Tec Group Head of Marketing comments, “We wanted to create a piece of entertainment around our hydrophobic footwear and get people talking and thinking about the brand differently.” He added, “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.  The reaction to the viral has surpassed all expectations; with people all over the world debating whether this could indeed be possible or not and even trying to do their own Liquid Mountaineering. We’ve even seen a number of entertaining attempts appear on YouTube and other places on the Web”

To create the viral Hi-Tec worked with CCCP, an independent ad agency in Amsterdam known for their award winning work for Dutch retailer HEMA.  Liquid Mountaineering has become one of the most viewed and discussed phenomenon’s on YouTube in the past month. It has now featured on thousands of blogs. TV coverage of the film has included Japan, Brazil, Germany, the US, Australia, Korea, Spain, France and Georgia.

Simon Bonham continues, “After the initial buzz and well over 4 million views on YouTube to date, we thought it was finally time to come clean and unveil to the world that Hi-Tec were behind the viral. Whilst our shoes have some amazing liquid repellency features, even we still can’t walk on water… it was all a well intended hoax”.

Check the video and let us know what you think: Liquid Mountaineering

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