Avalanche identified a key group of consumers who embraced the aggressive attitude of the truck–the challenge seekers. Challenge seekers look to push the limit, they are active outdoor enthusiasts. Their truck carries their gear and becomes their sidekick.The targeting strategy was to go beyond demographics and into the heart of this passionate group.Step one: contact a partner who had already gained the confidence of the challenge seekers – Outside Magazine. Step two: work with Outside Magazine to create a programme that had never been done before and where Avalanche could become a participant, not just a media sponsor.