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About

About

Integrated Campaign for the Gerber / Bear Grylls Survival Knife.
Published:
Objective
Promote Gerber's Bear Grylls knife
 
Target
'Outdoorsy' men and woman (Ages 20-35)
 
Insight
You can only tell your story if you survive.
 
Strategy
Promote the knife and an "Ask Me Anything" with Bear Grylls on Reddit.com, through print and outdoor.
 
Platform 
Survive the story.
 
Print
Bear Grylls on Reddit