The BrandWeek that just landed on my desk includes a short article about outdoor-gear stalwart Coleman trying to refresh its image via a new “Let’s go outside” advertising campaign. What struck me as cool is that the campaign includes the Coleman Mt. Everest 5.5 Challenge.

The site will chronicle the adventures of a teacher attempting to summit the mountain. While he’s chilling on the tallest rock on Earth, he’ll be sending blog posts and streaming video to the website. Fascinating that Web 2.0 technologies are coming off one of the most remote spots on the planet, eh? Just like being there, but warmer—and with more oxygen.