MK aims for the bottom line
18/06/2009
Wyoming-based Mountain Khakis (MK) is taking an unusual approach to promotion for its outdoor trousers at the Outdoor Retailer show in Salt Lake City in July.
Visitors at the show can order one or two pairs of MK shorts or trousers in the build-up to the show for the discounted price of $20 per pair. Once in Salt Lake City, they will have to call at the MK stand, which will include a special changing booth, to pick orders up and try the products on. At this point, the outdoor brand is keen to take a photograph of each participant, but only from the back.
It intends to combine the images into a backdrop and use it as an unusual stand decoration at the show. The wall of bottoms will also provide the focal point for a series of fun promotions at the MK booth at the close of the show each day.
The campaign will also benefit the industry's environmental initiative, 1% For the Planet because visitors to the stand will be able to walk off with a free pair of MKs by making a $20 donation to the programme.
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