High Sierra TakebackMondays

Mondays are difficult to handle, especially if your weekend has been full of play. If one were to take a cursory glance on Twitter on a Monday morning, most tweets will be around Monday morning blues. Building on this insight for engaging with young adventure lovers, High Sierra has launched the #TakebackMondays campaign on social media.

The adventure lifestyle gear manufacturer aims to change the perception of youngsters towards Mondays with #TakebackMondays. Young working professionals while on their way to work on a Monday were offered a surprise Monday adventure, if they could convince their boss or friends to take the day off.

High Sierra has created three videos of selected youngsters experiencing adventure activities like scuba diving, white water rafting and sky-diving on a Monday. At the end of these videos the viewer gets to register on High Sierra’s microsite for a similar adventure party to be held on the 23rd of this month, a Monday. The location, however, is an undisclosed one.

Omna, who was on her way to work actually convinced her boss to give her a Monday off, after being informed about #TakebackMondays. Here you watch her go on her very first scuba dive on a Monday:

The microsite, apart from registrations, has links to the blog and the Monday party. There are over 5K people on the waiting list already. a ‘Shop now’ link takes you to an online site where you can buy High Sierra adventure gear.

The backpack makers are also making use of social media to spread the word. The Facebook and Twitter pages of the brand have been creating conversations around the campaign hashtag #TakebackMondays. An app on its Facebook page features the surprise adventure videos playlist, while the cover photo and post updates talk about the campaign, while inviting fans to ‘take back their Mondays’.

On Twitter, the brand shared the videos, Vines and other surprise visits it made to a few influential youngsters. High Sierra also teamed up with Miss Malini, one of India’s top blog for Bollywood, lifestyle and fashion, for a contest with brand backpacks for prizes. One had to follow the account and answer using the hashtag.

Connecting with the TG

For an adventure gear maker, #TakebackMondays has included even Mondays as a day of adventure, making it a long weekend for young adventure seekers. Taking an off on a Monday is not always possible, but makes for an interesting campaign idea nevertheless. The campaign has made good use of social media for connecting with young professionals. Surprise Monday adventures and contests with backpacks to be won, have added on to the Monday adventure party on the 23rd.

While only a chosen few will get invited to the Monday party, the brand will have a relevant database of names, email ids, cities and mobile numbers collected through the registrations. The only concern with such type of contests is that the criteria for being chosen is not on how adventure seeking you are, but a stroke of divine luck. Nonetheless, High Sierra has managed to associate itself with surprise Monday escapades, while promoting its stylish backpacks to the youth.