Late last summer, K-Swiss debuted "Kenny Powers" as its new fictional spokesperson for the brand's cross-training sneakers line called Tubes. Played by comedic actor Danny McBride, the Powers character is a foul-mouthed, overweight and over-partying, former professional baseball player on HBO's "Eastbound & Down."
Well, guess who just became the shoe company’s fictional motherf*cking C-E-O, y'all?
Not only is Powers the new CEO, one of his first orders of business was to forge a partnership with Microsoft and Foot Locker that entails scannable tags at 500 of the latter brand's stores. In an effort developed by Los Angeles agency 72 and Sunny, the scannable codes will appear in print publications as well.
The Foot Locker tags are dimensionally 3-by-3 inches while appearing on wall plaques in the stores, a 72 and Sunny spokesperson told ClickZ News. The spokesperson said when people scan the tags with their smart phones, they are taken to a microsite for the campaign. Meanwhile, the print tags direct them to the brand's YouTube channel.
Supported by a summer-long integrated campaign involving TV, display, and in-theater ads, consumers can unlock sweepstakes entries and virtual goodies as they scan the tags.Those digital prizes include Kenny Powers-branded items like a ringtone, soundboard, a digital shoe tour for the Tubes line, and additional video content. Ultimately, the sweepstakes will award three grand prizes of K-Swiss gear for a year.
The campaign features a series of videos on comedy site FunnyOrDie.com. Below is one of the more entertaining (and profane) spots, featuring Michael Bay, Jillian Michaels, and Mark Cuban.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014