Lacoste has launched an online initiative for the holiday season that allows users to create a kaleidoscopic music video using Lacoste product and logo imagery, and then share the video with friends or post it to online social networks. The site will be live through the end of December.
This story first appeared in the November 12, 2009 issue of WWD. Subscribe Today.
The campaign, which is only for the U.S. market, was created by Euro RSCG 4D New York, a digital ad agency that is part of Euro RSCG Worldwide, which handles the Lacoste brand.
“They have created a campaign that is engaging and interactive for the consumer, while at the same time being very centered around the Lacoste products and brand,” said Didier Calon, brand communication director at Paris-based Lacoste.
The site, lacostemomentum.com, includes a store locator and links to various Lacoste e-commerce sites. The “momentum” moniker was used because the goal of the site is to build momentum for actual sales, said Jeff Brooks, chief executive officer of Euro RSCG 4D New York, whose client list includes Volvo, Jaguar and Dos Equis. “We wanted to promote a broad range of Lacoste’s winter line while bringing the brand’s personality to life,” he added.
The music on the site features young, upbeat artists including Dragonette, Dan Black, Bumblebeez, Esser and Dsico That No-Talent Hack. All five are signed to Euro RSCG’s in-house music label, The:Hours, which was acquired last year specifically to generate artists whose music can be used for the agency’s marketing needs.
Traffic to lacostemomentum.com will be driven by advertising on Facebook, Hulu, Pandora, Condé Nast digital properties and a promotion on Polyvore, a user-generated style site.
Asked if consumers would be interested enough to spend time creating what are essentially product-heavy Lacoste commercials and then sharing them with friends, Brooks noted that consumers have shown a desire to interact with brands in entertaining ways. “We’re tapping into online behaviors that are already happening in a big way,” he said.