The release of the Tough TG-2 iHS freezeproof, shockproof and waterproof camera was an important Olympus product launch. Our goal was to show active and adventurous men why the Tough camera is “must-have gear.” We turned to an unlikely channel to reach young men – magazines. What did we know that others didn’t? Magazines have the best experiential opportunities of any medium.
We enabled Backpacker readers to embark on a “Summer of Tough” Photo Safari.
We also inserted the Tough product in behind-the-scenes events at the Wired Spring Camp and ESPN Summer X Games and created custom content for both websites.
We even put the camera in the hands of a National Geographic photographer in Iceland and turned this content into his blog where his Tough shots were featured.