Goleta, CA—It’s difficult to believe it’s been some 30 years since Teva, the sports sandal brand, bounded its way into footwear history just as casualwear was on the rise. Now the brand, which is part of Deckers Outdoor Corp., is touting its role as iconic fashion with a new campaign aimed at a new generation.
Arriving just as warmer weather is makes a welcome return to much of the nation, the campaign celebrates the spring season with an adventurous spirit.
Tie-In with Bonnaroo
“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 for Teva. “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 (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. Likewise, Teva will sponsor additional curated discussions around perennial summer themes, such as festivals and travel, through partnerships with outlets like Refinery29 and Complex Media.
“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, Teva 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.”