LA Gear is bringing its brand to life via an interactive campaign featuring its new track shoe styles, in which animated shoestrings act out various scenes from Hollywood movie genres online.
Consumers who log on to Lagear.comcan see the shoestrings in action through short vignettes spanning romance, action and drama as part of LA Gear’s “Shoestring Theatre.”
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| LA Gear kicks it up a notch with animated short films promoting its new shoes |
In one episode, two shoestrings battle each other using martial arts moves. In another, two shoestrings find true love with one another. As part of the fun, consumers can submit their name and e-mail address to be notified when new shoestring episodes appear.
The online theater is part of LA Gear’s Discover Them brand campaign meant to get women to “discover” LA Gear’s spirit and is supported with new, more colorful designs. The effort marks the first time LA Gear has used the Internet to present a new brand image.
The goal of the campaign is to drive consumers to the Web site and boost greater awareness of the brand and its message, said Kirby Lee, a marketing director for LA Gear.
“LA Gear has a high level of awareness,” Lee said. “The problem is people don’t know what the brand is all about. We wanted to create an image to show we’re back.”
To support the new campaign, street teams are distributing postcards and stickers to consumers in Los Angeles, Orlando, Chicago, Columbus and Dallas. LA Gear is also marketing the new campaign via direct mail using its existing database of more than 80,000 consumers. Internet materials and print ads also support.
Los Angeles-based davidandgoliath, a full service agency, handles.
In addition, LA Gear is offering a makeover sweepstakes, in which one grand-prize winner will receive a home gym, gift certificates for a spa treatment at a local salon, sessions with a personal trainer and LA gear apparel and shoes. Ten first-prize winners will receive an LA Gear workout suit and LA Gear accessories.
Consumers can enter the Discover A New You sweepstakes online at Lagear.com. Winners will be selected at random on July 15. The sweepstakes is open to consumers 18 and older and runs through June 30. Internet materials support.
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