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 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.


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.



Featured White Papers

2015 Holiday Email Guide

2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.

Three Ways to Make Your Big Data More Valuable

Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.