Mobile camp supports Timberland's fall collections
September 14, 2009 - United States Of America
The Timberland Company announced a bold integrated marketing campaign to create a dialogue with young city dwelling consumers around the world. The program supports Timberland's modern, stylish and eco-conscious fall 2009 footwear collections and includes mobile iPhone and Blackberry applications and games; interactive billboards; branded videos and commercials on Hulu; customizable Pandora radio stations; reverse sidewalk graffiti; "station domination" out-of-home advertising; in-store promotions and retail windows; and public relations targeting trend-driving blogs and magazines. Select campaign elements launch this month in the U.S., Italy and the U.K.
"We are very excited to launch an innovative marketing program that engages young millennial consumers where they are - online, on their phones and out in major cities around the world," said Theresa Palermo, Senior Director of Marketing for North America.
Jim Davey, Timberland's Vice President of Global Marketing, added: "This combination of social and digital media, combined with innovative advertising and public relations, creates a meaningful conversation with our young consumers and demonstrates Timberland's commitment to integrated marketing around the world."
Timberland has partnered with mediahub from Mullen and Ansible Mobile to launch "Expedition Timberland," a mobile iPhone and Blackberry application that celebrates the new Timberland Mountain Athletics and Earthkeepers collections by enabling outdoor enthusiasts to discover adventures in big cities. The customized city application is available now in six U.S. markets: New York City, Los Angeles, Chicago, Boston, Denver and Minneapolis. "Expedition Timberland" guides users to hiking trails, neighborhood walks, secret spots for relaxing and the best city views, among other outdoor oriented activities.
Ten additional markets will be added to the "Expedition Timberland" application beginning in November 2009 and into early 2010. Through a voting mechanism built into the application, consumers will have a say about which pre-selected markets and special features are added to the mobile media program.
Additional creative elements for the application, relevant to consumers in any market, include a game for the iPhone called "Timber Trail" that invites players to select the appropriate Timberland gear in order to overcome various obstacles; a music component for the iPhone that creates an adventurous playlist and updates with fresh music selections each week; a gear section that provides product information and a WAP site with a full Timberland product catalog featuring mapping and search functionality. Both the application and WAP site have click-to-call functionality that makes it easy to buy Timberland product and locate stores.
The "Expedition Timberland" mobile application for iPhone is set to launch on September 14. The mobile application for Blackberry will launch on September 21.
Timberland partnered with UK-based creative agency Leagas Delaney to create the bold new "Bait" advertising campaign to support Timberland Mountain Athletics, the company's new line of environmentally-conscious, multi-sport outdoor shoes for young adventurers in and around cities.
The "Bait" television spot, shot by Lynn Fox, breaks across the UK, Italy and the US this month and shows a trail runner being chased by dangerous animals on a run through the forest. The hero is seen successfully outrunning a wild boar, a pack of wolves and ultimately a bear, across difficult terrain, aided by his Timberland Mountain Athletics footwear. The chase is accompanied by the adrenaline-pumping song "Don't Give Up," performed by the Noisettes, an up-and-coming UK based-band, and ends with the tag-line, "If you're not fast you're food." A print campaign, planned for the U.K., plays off the same "Bait" theme.
The American television ad campaign will focus on Boston, Denver and Minneapolis with an emphasis on primetime, sports and late night programming. This will expand online with digital sponsorships on Hulu and a create-your-own playlist integration on Pandora. In addition, the campaign will include a bold new out-of-home campaign featuring reverse graffiti and interactive billboards, as well as a full "station domination" takeover of Harvard Square in Cambridge, MA and wrapped "Green Line" subway trains in Boston for one month. In-store promotions, window and point of sale displays will also be featured around the world.
Timberland and long-time public relations partner Porter Novelli teamed up to develop a fresh, bold communications campaign for fall 2009 targeting trend-setting style and outdoor blogs and magazines. To introduce the Timberland Mountain Athletics fall collection to cutting-edge journalists in New York, the team hosted a series of unexpected city adventures in Central Park led by young outdoor guides.