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Eddie Bauer Climbs Mountains to Regain Customers

2009 May 20

Eddie Bauer has been trying to undo years of bad decisions, by returning to what used to be their core competency.  The great outdoors.

This remarkable online media effort, done in conjunction with National Geographic shows how serious Eddie Bauer is about the outdoors, and how their gear holds up under the toughest conditions.

Mountaineer Peter Whittaker, nephew of Jim Whittaker (the first American to summit Mount Everest in 1963 and one of the founders and leaders of REI),  put a group together as part of a quest to continue his family legacy. Climbing Mount Everest with Whittaker is Ed Viesturs, who has summitted all 14 of the world’s highest peaks without the aid of bottled oxygen; Dave Hahn, who is going for a record 11th Everest ascent; and Melissa Arnot, who is attempting to become the first female American to summit Everest without supplemental oxygen.

But these incredible athletes are not JUST climbing Mount Everest.  They have been blogging and video blogging their journey since they began their ascent on March 30th.

You may have seen footage from a Mount Everest climb before, but I’m pretty darned sure you’ve never seen a daily video progress report before.

And you can bet that the customers Eddie Bauer has been trying to reclaim for their First Ascent Clothing and Gear Line has been following this expedition every step of of the way.

Think about the mountains you climb every day in your business.  Then think about how you can engage your best clients and prospects through the Social Media channels THEY find interesting.

If the video below doesn’t play, click here:

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more about “THIS is Social Marketing!“, posted with vodpod
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