"This campaign is built very differently than ones we've run in the past, in that it focuses entirely on engaging with our community," says Erika Brakken, Marketing Director. "It's no secret that consumers are sick of being advertised to, and that they crave connectivity.
"We didn't want to create a campaign that just adds to the noise that's out there. We wanted to start conversations with our community and join them in the places where they recharge and become inspired."
The brand's campaign will focus on a combination of experiential, digital and social activations that consumers will be able to engage with on their own terms. For starters, to stoke the excitement for the 2014 Bonnaroo Music & Arts Festival – of which Teva is a sponsor – the brand will host a conversation with fans around how to get #Ready2Roo, sharing tips on music festival fashion and camping.
Starting April 1 on Bonnaroo's website, The Fountain, fans will be able to share fun photos, along with helpful "hacks" for ways to have the best possible experience at the festival.
The brand's promotions and targeted influencer outreach will make The Fountain the go-to spot for pre-festival excitement. Likewise, Teva will sponsor additional curated discussions around perennial summer themes, such as festivals and travel, through partnerships with premier outlets like Refinery29 and Complex Media. Plans for this highly integrated social and digital media strategy are being carried out in partnership with the brand's new agency, Heat, out of San Francisco.
"These platforms will not only allow a two-way conversation with consumers, they'll enable consumers to embrace the adventurous spirit within themselves," says, Lucas Martinez, Originals Marketing Manager. "Through promotions with experiential prizes – from VIP trips to summer festivals to life changing excursions around the world – Teva will facilitate and encourage adventure and spontaneity within its community."
Kicking off the conversations, on April 2nd, Teva will host a special media invite-only evening at STORY, a progressive, gallery-styled retail space in New York City. Guests will have an opportunity to engage with the collection in three unique landscapes, creating their own #OriginalStyle, and they'll get a first peek at some of the coming exclusive collaborations set for release later this summer.
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