Home  › Media › Video
carhartt

Carhartt Uses Web to Riff on Wolf-Attack TV Ad

  |  October 26, 2010   |  Comments

Carhartt appears to be having fun remixing its first TV spot for the online medium.

carharttCarhartt appears to be having fun remixing its first TV spot for the online medium.

The spot first appeared last week and pretends to show wolves attacking a guy clad in a Carhartt jacket and other gear. The company initially deemed it too frightening for TV, so debuted it on GetCarhartt.com. It appeared on ESPN later Monday with no complaints reported and will continue its run on ESPN, the History and Discovery Channels through mid December.

The TV buy was made in tandem with a digital campaign consisting of rich media and Flash banner ads on thousands of sites bought through ad networks Casale, Scan Scout and Collective Media.

The website allows users to view alternate endings to the TV spot, said Thadd Tucker, Carhartt’s director of e-commerce. Those endings have titles like "wolf growl," "panther," and "squirrel" that show additional images and sound effects of animals encountered by the human characters. Additionally, viewers can click hot spots on the video to pause it and display information about the Carhartt clothing worn in the ad.

The site also features Carhartt "wear stories" submitted by visitors who have the chance to win t-shirts and two $500 Carhartt wear prizes in a sweepstakes that runs through December.

One of the rich media ads encourages viewers to roll over the image of the wolf and fight it. Then, the image opens to a page that resembles the microsite, allowing viewers to watch the commercial, share their Carhartt stories, and enter the sweepstakes.

The campaign also includes a Facebook element that plays the commercial and posts viewer stories. Carhartt has more than 750,000 "likes" on the social networking site.

The campaign was created by TeamDetroit. Brad Carse, the agency’s group digital director says it's the first time Carhartt has used TV and a microsite.

Below is a YouTube version of the ad, lacking the interactivity of the one posted to Carhartt's site.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...