So, as we watched TV tonight, the one commercial that caught my eye was an ad for Coleman.
Yes, that Coleman: the outdoor company famous for its kerosene lanterns that have adorned campsites across the country for decades.
What caught my eye about this ad? Their new tagline: “The Original Social Networking Site.”
Say what?
A great ad, in my opinion.
To the right is a thumbnail of one of their print ads.
Coleman is making the assertion that the campsite is an old-fashioned social networking site. And they’re right.
This is the very concept that we try to get through to many of our clients. Social networking is a decidedly “1.0″ concept that’s simply made easier and faster through technology.
In the “olden days” … news, traditions and stories were carried from town to town and generation to generation around the campfire. Instead of gathering around the laptop for a Skype video chat, people used to gather around the campfire (or in the town square, or the barbershop, etc.)
You get the idea. As Coleman states on its Web site:
At Coleman, we’ve been helping people get together to socialize and connect for as long as we’ve been making lanterns and stoves. All we wanted to do was create gear for camping. We ended up creating some sort of movement. Folks call it, “social networking”. A hundred years ago, we just called it a good time with friends.
A great way for this non-tech company to connect with younger consumers.
To top it off, the TV ad I saw as strategically placed during an episode of “Jon and Kate Plus 8″ in which the family took a “camping trip” in their backyard.
Solid, targeted advertising with a message that hits home with even a decidedly non-outdoorsman like me.
Good job, Coleman.