A new digital campaign from Aldo Shoes marries a lively video-infused site with a casino theme.
Created by New York-based agency Skinny with help from production shop B-Reel, Aldo Shoes for Life offers three games of chance with what Aldo describes as “a Monte-Carlo-like spirit.” The site’s moniker does not precisely reflect the prizes at stake, however. The grand prize is 50 pairs of shoes, two per year for 25 years – considerably shy of a lifetime supply.
The company says the campaign highlights its playful personality overall, as well as its fall/winter 2011 collection specifically as it targets 18- to 34-year-olds.
“Every season we look to create a mood that is a touch irreverent,” says Kathy Acimovic, senior PR manager at Aldo. “We stuck on this idea of what it feels like when luck is in the air, the exhilaration of that comes with the potential to get lucky.”
The site launched on August 26, but Aldo’s push to promote it began on August 29. The site will run at least into November. An Aldo rep would not disclose how many participants have played the games so far.
To participate, site visitors must first sit through a short interstitial video from a shoot with photographer Terry Richardson. It stars actor Matthew Gray Gubler and model Lily Donaldson.
Then the games begin. They include Rockin’ Roulette, Spin to Win, and Magic Hat, which are versions of roulette, slots and Three-card Monte. If the player loses a game, he or she can play again after completing all three. Participants who win the three games receive a 15 percent discount coupon valid at Aldo stores and online. Players can enter to win the grand prize once per day.
“Choosing Skinny was part of a broader decision to delve into the interactive world,” said Aldo’s creative director and general manager, Douglas Bensadoun. “We sought a partner who could not only bring our campaign to life but also create an immersive experience that’s new and innovative, allowing our customers to participate in the campaign itself.”
Acimovic says the combination of having fun and winning big “is the perfect fuel for the social engines we’ve targeted.”
In addition to social sharing features, Aldo is pushing this out through its own channels, including Aldoshoes.com, Twitter, Facebook, and YouTube. Aldo has 423,000 fans on Facebook and about 6,850 Twitter followers.