Lacoste Launches First All Digital Campaign5 Nov, 2009 By: Jacqueline Renfrow Response This Week
NEW YORK – Fashion brand Lacoste will launch its first ever all digital marketing campaign in the United States for its holiday shopping season, reports DMNews.com. “Momentum,” the title of the campaign, hit the Web on Oct. 30 and will run through the end of 2009.
The digital campaign includes an interactive Web site, which lets consumers create music videos using kaleidoscopes of Lacoste labels along with images of its winter fashion collection and original dance music. Other visitors to the site will be able to view the original Lacoste videos.
The campaign was developed by Euro RSCG 4D New York, which was recently appointed the brand’s digital agency for North America. Euro worked on the campaign with its in-house music label, called The:Hours, for music for the videos.
Other aspects to the campaign’s media buy include banner ads on Hulu, Conde Nast’s digital properties, Facebook and Pandora. It also includes online video and social media elements. In addition, the initiative includes a user-generated fashion magazine Polyvore. Consumers will be able to build a Lacoste look that goes beyond its traditional polos.
Lacoste’s campaign Web site, LacosteMomentum.com, will help boost holiday sales through a store locator, along with links to E-commerce sites and social networking tools.
“The Lacoste brand is youthful and bold, and we wanted to make sure our effort reflected that character,” says Jeff Brooks, CEO of Euro RSCG 4D in New York. “By merging E-commerce functionality with customized music and social networking, we believe we have accomplished that.”