Although I’m suggesting this article and videos for Chapter 8, but it could be used in a variety of other chapters. Columbia Sportswear is launching a new campaign that features traditional advertising as well as digital marketing. The company has selected 2 individuals from among 3000 applicants to spend the next 6 months testing their products and then documenting the results on a blog and YouTube.

Discussion Question:

  1. Before reading this article and watching the videos, what was your knowledge and image of Columbia Sportswear?
  2. What is your evaluation of this new campaign?
  3. Do you like the selection of Lauren Steele and Zack Doleac as Directors of Toughness? Why or why not?
  4. How will Steele and Doleac encourage people to follow them on their blogs and through YouTube?

About Dr. Ken Clow

Co-author of textbook.

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