What’s Your Outdoors? JanSport Wants to Know

知名背包品牌JanSport推出了新的宣傳活動---讓粉絲將自己最喜歡的運動拍全視角的影片傳到網路上和大家分享，最受歡迎的影片將獲得頭獎10,000美金。此活動是為了響應JanSport的標語「發現自由」，JanSport將焦點放在年輕的戶外運動愛好者身上，希望能藉此活動和目標顧客多多互動、了解。此活動的宣傳在各大戶外運動相關雜誌上都可以看的到。

JanSport’s “What’s Your Outdoors?” campaign asks fans to answer the question by sharing their original videos in a sweepstakes that that complement the brand's tagline. "Discover Freedom."
Focused on younger outdoors enthusiasts, creative agency Creature was inspired by the belief that "outdoors" is as much personal as it is public space. 
Users can upload and share a panoramic 360˚ film of a favorite spot, defining outdoors however they choose, with the most popular videos eligible to win a top prize of $10,000 and JanSport merchandise. 
Fans can participate a number of ways: directly at whatsyouroutdoors.com, on social media via Facebook and Twitter, and JanSport’s Unzipped and Be Outdoors blogs.
A print campaign will run in Outside, Backpacker, Adventura and Explore magazines, as well as lifestyle/culture titles Vice, FILTER and Under The Radar. The winner will be selected mid-September.
“By emphasizing user interaction and sharable content, we aim to spark wider conversation around the ever-changing definition of what the outdoors means to JanSport,” said Courtney Blacker, brand marketing director at JanSport.  
Brands keep upping the ante on personality profile and consumer participation, and for Jansport, which defines outdoors, rugged individualism, the space just got bigger.

LINK: http://www.brandchannel.com/home/post/2011/04/21/JanSport-Whats-Your-Outdoors.aspx