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.
Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.
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.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.