Red Robot worked with world champion surfer Kelly Slater to create a brand alignment with Pentax and Pentax’s line of waterproof digital cameras.
As the world’s most successful surfer, Kelly Slater has endorsed very few brands and/or products. Therefore, aligning Kelly with any brand or product had to begin with it meeting his high standards for performance and quality.
The Red Robot team leveraged its pre-existing relationship with Pentax to “match” their waterproof digital cameras with Kelly and the active/healthy outdoor lifestyle that he represents. This led to a relationship with Pentax whereby the brand became the official camera for the annual Kelly Slater Invitational (a made for TV event) and even helped Kelly launch the Kelly Slater Foundation. The relationship was also activated via a series of print advertising and a micro-site (http://www.thekellyslaterinvitational.com).
Wednesday, July 9, 2008
Cities By Foot
Cities By Foot (http://www.CitiesByFoot.com)
Red Robot created this global marketing platform that would be relevant in all the markets that Crocs footwear products are sold (over 90 countries and counting).
The company knew that compelling and useful content needed to be at the core of the program. They also knew that the content must be AUTHENTIC, RELEVANT AND TIMELY – as well as ENGAGING AND UNIQUE. Therefore, the team took a step back and looked at the lifestyle of the target consumers and thought about the tall order of creating globally relevant content. And they kept coming back to TRAVEL.
Red Robot found that most travel content available online is poorly produced, poorly organized and often re-purposed from TV travel content. Therefore, the Cities By Foot content had to be unique, short-form, and high quality (HD). Most importantly, the content needed to enable a valuable discovery process for the end-user.
Red Robot created this global marketing platform that would be relevant in all the markets that Crocs footwear products are sold (over 90 countries and counting).
The company knew that compelling and useful content needed to be at the core of the program. They also knew that the content must be AUTHENTIC, RELEVANT AND TIMELY – as well as ENGAGING AND UNIQUE. Therefore, the team took a step back and looked at the lifestyle of the target consumers and thought about the tall order of creating globally relevant content. And they kept coming back to TRAVEL.
Red Robot found that most travel content available online is poorly produced, poorly organized and often re-purposed from TV travel content. Therefore, the Cities By Foot content had to be unique, short-form, and high quality (HD). Most importantly, the content needed to enable a valuable discovery process for the end-user.
The end result delivers on the promise of short-form, useful travel content. Crocs has provided users with a "service" instead of an infomercial. Good stuff.
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