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WrongGear Ryan Smith Nick Cicero Noelle Albert Pooja Vidhu Kalia Online Campaign WrongGear.
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Transcript of WrongGear Ryan Smith Nick Cicero Noelle Albert Pooja Vidhu Kalia Online Campaign WrongGear.
WrongGear
Ryan SmithNick Cicero
Noelle Albert
Pooja
Vidhu Kalia
Online Campaign
WrongGear
Observe the marketplace
• Website• Search• E-commerce• Social Media – Blogs• Videos, Viral• Games• Display ads• Mobile
• , WrongGear
Observation & Problems:Website
– Target Audience and Objective– Browser Compatibility– Design : Brand = ?– Inconsistency– Wasted space– Insufficient information– Poor placement– Lost!– Where can I buy?– Keywords = Wrong Gear?
WrongGear
Observation & Problems:Search
– No paid search– “Wrong Gear” on Google and Bing– The results for snowboarding mask and
snowboarding gear • online shops and e-commerce sites - wrong gear is not
top of list.
– Competitors:• Snowboards, Snowboard Bindings, Snowboard Boots
WrongGear
Observation & Problems:Social Media
• No major snowboard blogs mentioning the product by industry experts
• The Wrong Gear riders have no brand presences online
WrongGear
Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000
WrongGear
Observation & Problems:Video & Viral
• Videos are similar across the board– Creative shots, techno-hip hop beats, famous
names
• Sponsored• No share for Wrong Gear
WrongGear
Observation & Problems:Mobile; Display Ads; E-Commerce
• No mobile presence• No display ads on top snowboarding sites• E-commerce not present on the website• Amazon and other E-commerce
– Not top of results
WrongGear
Over all Objective
• To become the dominant voice in the snowboarding culture.
Snowboarding = Wrong Gear
WrongGear
Young Sport
• Shaun White: 23 yrs old• Louie Vito: 22 yrs old• Gretchen Bleiler: 29 yrs old
http://www.youtube.com/watch?v=586OlQMU420
WrongGear
Insights
• They are in it for the thrill and challenge • It’s all about ‘Showmanship’
– What’s the next trick?– Clothes you wear
WrongGear
Insight“Someone from one of the clothing companies has pointed out to
the snowboarders that if they wore tight, aerodynamic suits, like the skaters or the skiers, rather than the baggy trousers and loose-fitting hoodies that they all favour, they would go faster, shaving hundredths of seconds off critical timings.
And, presumably, the snowboarders have replied,“What? Dress like my grandad’s garden gnome? Are you, like, for real?”
- Times Online
WrongGear
Proposition
Showcase Yourself
WrongGear
Personality
• Black Sheep of the mountains– Edgy– Going against the grain– Politically incorrect– Flamboyant
WrongGear
Online Community
Showcase Yourself
WrongGear
• Keep Updating the forum• Track visitor response & reviews• Refresh content• Keep up to speed with changes
STAY IN CONTROL
WrongGear
Search
– Keywords! (snowboarding, snowboarding masks, snowboarding gear)
– Paid Search = Top results– To own words such as:
• Snowboarding, masks, UV masks etc.
WrongGear
E-Commerce
• Make Products available on the website• Skunk works
– Social Commerce
WrongGear
Objectives:Social Media
• Direct traffic to wronggear.com• Engage customers in conversation• Drum up additional “buzz” surrounding the
product by becoming a personality.
WrongGear
Objectives:Social Media
• Twitter• Myspace• Facebook
– Contest
WrongGear
Who’s got the look?
• Wear Wrong Gear in FB pic.
• Get friends to comment
• Win prizes• Popularize the look
WrongGear
Objectives:Social Media - Blogs
• Distribute samples of the product to key opinion leaders in snowboarding
• Encourage them to Blog about the product• Thereby helping in search results
WrongGear
Objective:Video & Viral
• Sponsored viral videos of “on and off the hill” content
• Natural environment of Wrong Gear users• Top Riders• Create a space on current website for viral
content
WrongGear
Objective:Mobile
– To develop a .mobi site for Wrong Gear• GAME
– Customizable– Interactive– Heavily brandable
• APP– Take pictures/video of tricks, cool places or incidents– Upload it, Tag it, Geo-Tag it– Trick Alert
WrongGear
Measurement
• Unique Visitors• Web Page Ranking• Register with Alexa.com• Google Analytics• App Downloads• Sales : New E-Commerce Model• Analyze content feedback
WrongGear
Thank You!
???
WrongGear