LA Gear Targets Women in New Web Campaign

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.

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