The Forecast Calls for Pain in Cloudveil’s New Facebook Application

Cloudveil launched a Facebook gift application today as the final phase of its successful multi-media "priorities" ad campaign.
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Cloudveil, maker of inspired mountain apparel launched a Facebook gift application today as the final phase of its successful multi-media ad campaign. The campaign, which launched in September, calls out the all-to-often humorous juxtaposition of outdoor priorities with real life responsibilities.

The ad campaign, designed by TDA Advertising, which garnered attention in the New York Times for its progressive nature, plays on missing lunch with a loved one’s parents due to a big powder day, skipping the office meeting due to the stone-fly hatch, and forgetting to walk the dog because of a long day of climbing.

From the print campaign, customers are lead to Cloudveil’s site and can actually purchase the three humorous apology gifts online through partnerships with 1-800 Flowers, Zazzle, and Kool Dog Kafe. Now, through the new Facebook application, developed by Friend2Friend, users can now send virtual gifts to their friends.

“The Cloudveil Gift Club application is the social web component of this integrated ad campaign,” said Cloudveil Senior Marketing Manager Suzie Hultman. “It wouldn’t be a normal day in a mountain town without a little banter, so this application allows fans of our brand to have a good laugh. However, if you find yourself in the doghouse, don’t blame us.”

The new cyber gift selection includes Ibuprofen for “When the forecast calls for pain,” Chamois Butter in case “It’s been a while since you’ve been in the saddle,” and Gaper Awards for when “Your mom calls and says to get your sh$%t together,” among others.

The application will run through the holiday season and new gifts will be added during ski season. Users who send gifts via the application will also be entered to win Cloudveil gear in monthly giveaways in addition to the regular contests that occur on the Cloudveil fan page.

The entire Winter 09-2010 Collection, including the Outside magazine Gear of the Year Award Winner, the FirsTurn soft shell, is available online now at www.cloudveil.com. Product reviews and athlete videos can also be viewed on the Cloudveil YouTube Channel at www.youtube.com/cloudveilvideos.

Founded in 1997, Cloudveil creates innovative and functional apparel for the outdoor, snowsports, fly fishing, and lifestyle apparel markets. Designed and tested in the rugged mountains and rivers surrounding Jackson Hole, Wyoming, Cloudveil utilizes the most progressive technical fabrics on the market matching the end user with the ideal combination of protection, mobility, and comfort no matter what the conditions may be. For more information, go to www.cloudveil.com .

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