LA Gear Targets Women in New Web Campaign

  |  May 17, 2005   |  Comments

Davidandgoliath's campaign includes a roadblock on the Yahoo! Mail homepage and other placements.

L.A.-based agency davidandgoliath launched a campaign for footwear maker LA Gear that includes a roadblock on the Yahoo mail homepage, a redesigned Web site and other placements.

The "Discover Them" campaign targets women in their twenties. Its centerpiece is a "Shoestring Theater" rich media execution in which two shoelaces act out various cinematic exchanges against the backdrop of a curtained stage. In one scene the laces appear to be courting each other; in another they fight kung-fu style.

The Shoestring Theater unit uses expandable ad technology from PointRoll. It appeared yesterday as a full-page roadblock on the Yahoo mail homepage. The agency said that placement alone should result in 10 million impressions.

LA Gear will also deploy street teams, buzz marketing, email, cinema advertising and an online sweepstakes offering women the chance to win a "Discover A New You" makeover. Most of the creative revolves around the "Discover" theme, and the ads drive traffic to the new LAGear.com site davidandgoliath launched for the client earlier this month.

"We think Shoestring Theatre is a fun and engaging way to steer consumers to the new LA Gear site, where they'll literally be able to discover for themselves just how much LA Gear has reinvented itself as a footwear brand," said David Angelo, davidandgoliath's chairman and chief creative officer.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Resources

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...