Kickers, the classic footwear brand is launching Random Bandits, a series of short animated comedy sketches backed by an online campaign created by digital agency Holler.
In a deal with TV comedy show Modern Toss, Kickers has produced a series of three short animated comedy sketches featuring a mix of brand new and classic Modern Toss characters, oversized boots and flies mulling over some very bizarre celeb rituals.
The brand, synonymous with popular British culture, is using digital media to reaffirm itself with its target audience of 19-35 year olds.
Written and illustrated in typical satirical Modern Toss fashion, with guest voice-overs supplied by star of ‘The Office’ and Hollywood swashbuckler Mackenzie Crook, ‘Random Bandits’ will be full of funny sketches and skits that see characters from the films sending-up everything from entertainment, popular culture and even social networks. The campaign will go live on April 6th and run for three months.
The films are set to feature Shoe Horn, a footwear obsessed shopper, Dave Beeline, a rowdy driver who pointblank refuses to accept the existence of any places not recognised by his sat nav, and Flytalk the celebrity-gossiping insects.
To drive word of mouth they will premier exclusively on MySpace at www.myspace.com/KickersUK before being syndicated online. MySpace will be the official hub for all things Random Bandits and the profile will house all content and news about the films as well as information on Kickers products.
Social network spaces across Bebo, Twitter, YouTube and Facebook will also form part of the campaign.
Holler will also be working with a host of third party sites such as NME to run UGC promotions that will give listeners and readers the chance to have their music featured as the sound track to the films in the series.
Further partnerships with Aloud.Com and Nuts will also spread news of the films and drive views.
Exclusive Kickers Modern Toss limited edition Kickers shoes and branded IPods are also be created for promotions.
James Kirkham, managing partner, Holler said: “This campaign taps into Kickers high levels of credibility with both adults and aspiring teens. By creating excitement and offering genuinely meaningful content it should strike a cord”.
From its inception in the 1970s, Kickers now spans men’s, women’s and Kids shoes. The product has evolved to incorporate a heritage collection, infused with the identity of classic Kickers, as well as a fashion-forward collaboration.
With its 40th anniversary rapidly approaching, Kickers has been awarded Superbrand status by the Superbrand’s Council, and voted 2008 Footwear Brand of the Year by Maxim.
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