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 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

COMMENTSCommenting policy

comments powered by Disqus

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

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.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...