Hi - Tec Walking on water

I'm moved to write an 'extraordinary' blog post on the wonderful wonderful work of Hi Tec and their Walking on Water viral - as they are revealed today as the brand behind this video that already has over 4 million views.

It encapsulates everything that is right about creating video content for both special interest and mass consumption.

Have a look here first.....



Fantastic!

You can see it being seeded and catching fire on extreme sports sites before moving onto more mainstream sites all the while being shared on video sharing and social bookmarking sites gaining momentum.

 This sort of content would work just as well if it was genuine rather than a hoax and that's the point...

Is it misleading to those who thought they's discovered a new sport? Certainly. Does it have its tongue firmly enough in it's cheek to get away with it? Definitely!

Is there a market for providing compelling content to niche verticals that then spreads into more mainstream areas - most certainly!
Do you have to brand everything within an inch of its life to get your brand into the content - of course not!!

We doff our collective caps to you Hi Tec - well done!!