The Coleman Co. is using mobile to reach a new generation of social networking enthusiasts.

As part of its "Original Social Networking Site" campaign, the camping equipment retailer launched two iPhone applications. This is Coleman's first venture into mobile.

"The Coleman Campsite is the original social networking site," said Delaina Lee, brand manager at Coleman, Wichita, KA. "For more than 100 years we've been bringing people together around a campfire with our stoves, lanterns, tents and coolers.

"The craze surrounding iPhone apps is just an extension of our campaign," she said. "We hope to reach new consumers and to remind them that the Coleman brand is relevant - even in the digital age."

The Coleman Co. provides camping, hiking and fishing gear, its trademark product being the Coleman lantern.

In a time when most human interaction is purely digital, Coleman is using that digital medium to bring people back to the basics of face-to-face communication.

The theme of its new campaign is centered on Coleman's argument for being the original networking site and promotes that through social networking giant Facebook.

Anyone can visit the Coleman profile on Facebook by entering "Coleman Company" in the site's search engine.

There fans can find original content, special offers and interactive elements from Coleman's as well as information about their new iPhone and iPod Touch applications, "The Coleman Lantern" and "Creepy Campfire Stories."

The Coleman Lantern gives users 10 lantern options that transform the iPhone into a flashlight, helpful for finding keys, walking in the dark or camping.

Creepy Campfire Stories offers 15 spooky tales all categorized based on the user's age, some equipped with creepy sounds.

Both of these applications are free to download at the Apple App store.

As a retailer of outdoor equipment, Coleman is using the entertainment mediums that people enjoy and use most today to remind them of the good old days, when Facebook and Twitter were not regular daily activities.

Coleman's ambition is to integrate the tradition of outdoor activity with today's technology. By bringing the two together, consumers can enjoy the best of both worlds.

"IPhone hit a billion downloads last month," Ms. Lee said. "We wanted to be a part of the phenomenon that Apple has created. It's just one way Coleman can connect with people who share our love of the outdoors. They get to experience our brand in a fun, new way."