Keds is using a new viral marketing campaign and a little star power to create buzz around the Keds Classic Champion sneaker in its first seeding effort to college-age consumers.
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| Print ad featuring Keds newest spokesperson Mischa Barton |
Boston-based AMP Agency, a division of Alloy Media + Marketing, has teamed up with the sneaker manufacturer to create a sampling event and party at 24 campuses in seven markets tied to the Classic Champion line and
The O.C. series.
The O.C. star Mischa Barton signed a deal to become the new spokesperson for Keds.
Over two weeks, AMP is sending its brand ambassadors to 24 college campuses in New York, Miami, Los Angeles, Dallas, Phoenix, Atlanta and Boston, to dole out free pairs of navy and white Keds Classic Champion sneakers to college students.
In addition, the ambassadors will host a party for campus coeds to watch The O.C. and hand out free Ked goodie bags filled with a Keds branded T-shirt, lip balm and other items. AMP ambassadors will also be charged with driving friends to the Keds Web site at Keds.com to learn more about the product line.
The agency recruited college students to serve as ambassadors to participate in the promotion. AMP ambassadors will provide feedback to Keds following the campaign.
AMP estimates more than 1,400 pairs of sneakers will be given away as part of the promotion. Sixty pairs of sneakers will be given out at each campus. The classic canvas sneaker retails for $29.99.
To further market and promote the brand, Keds will launch a new campaign in March featuring Barton in print ads including Vogue, Elle Girl, Teen Vogue, InStyle, Marie Claire and Jane. Barton is best known for her role as Marissa Cooper on the hit The O.C., which airs Thursdays at 8 p.m. on FOX.
The agency is using word-of-mouth from college students to market the promotion. The two-week campaign, which kicked off Feb. 14, ends on Feb. 25.
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