Two mountaineers, Adrian Ballinger and Cory Richards, hiked Mount Everest one year ago and plan to return again and document the excursion to the summit using Snapchat.
#EverestNoFilter will be used again to capture all the moments along the mountaineers’ journey. They used the hashtag in their previous excursion, but considered the trip only partially successful. Ballinger was unable to make it to the summit, while Richards did but suffered a dead phone battery and therefore couldn’t capture the moment on Snapchat. Eddie Bauer and Strava are sponsoring the journey again, after seeing beneficial results in the unique marketing opportunity. The two are members of Eddie Bauer’s guide and athlete program, which is a group of members who help the brand create products, as well as serve as social media influencers and content creators.
Posting the #EverestNoFilter story on the brand’s blog, Eddie Bauer capitalizes on an opportunity to test out their outdoor apparel while promoting the brand’s durability in a tangible way. Using snapchat, Eddie Bauer engages and interacts with a more millennial audience as a newer way to promote its brand.