THE DESTINATION IS THE JOURNEY
Unknown in the US, Palladium was a well-known maker of hybrid athletic shoes and boots in Europe. The brand appealed to advertising-adverse urban nomads who thought themselves too worldly for common brands. Our job was to build retail distribution, build brand awareness and generate sales - without the benefit of traditional advertising support.
By giving them satellite coordinates. No, really. We turned a hot trend at the time - geocaching - into a game for shoe-lovers.
We hid boxes (caches) around the country, each with a code players could enter online to win prizes, including shoes.
The game drove players into stores where the “cache” was part of the display. Launched in New York, Atlanta, San Fransisco, Portland and Seattle —every store cache attracted an average of 125 potential customers.
These included walking billboards (enlisting the homeless), screen printed nickels and missing shoes generated awareness and interest in the game. Pre-launch publicity had geocachers calling the game “Palcaching” which we adopted.
Coins were strategically placed in each city that would be found by any passersby, instantly creating an intrigue that couldn't be ignored.
What can you do with one shoe? Nothing. Which is why palcachers were so inclined to follow the clue and find its mate .
The Palcaching phenomenon continued to grow in popularity amongst adventure seekers and the website encouraged participants to dive deeper and find the next clue, capturing data.
We let the press in on it. A look book resembling a passport was distributed to fashion editors. The brand got noticed and placed on Will Smith in "I Am Legend", causing a run on the brand.
So much, they named it a “Top Ten Promotion of the year” alongside megabrands Audi and Burger King.
Will Smith wore a pair in the movie “I Am Legend,” causing an immediate sellout. Our client then sold the Palladium brand for 3x the original investment.