LA Gear Targets Women in New Web Campaign
Davidandgoliath's campaign includes a roadblock on the Yahoo! Mail homepage and other placements.
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.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article