Ad agency 72 and Sunny worked with sports footwear and apparel company K-Swiss to create an irreverent multichannel campaign featuring Kenny Powers (Danny McBride), a character from the HBO cable series “Eastbound & Down.” He appoints himself CEO of K-Swiss in an effort to make the sports world more exciting. He then enlists various professional athletes to hold key positions within the company, including chief marketing officer, vice president of carnage, and director of community outreach.
Consumers who scan the Microsoft Tags are brought into an immersive mobile experience that was created using leading edge “app-like” capabilities. The screen can be swiped from right to left, like an app, or the user can select from one of the menu items on the top bar to go directly to the page.
Features include industry-leading hot spots on the image. The viewer can touch on various parts of the sneaker to launch into one of four different videos. Or, a hot spot can be used to launch the mobile store.
The features are designed to engage the customer with an innovative way to interact with their phone. As benefits, the customer will be able to enter the sweepstakes and access a variety of multimedia content, including a Kenny Powers ringtone, soundboard and a digital shoe tour of Tubes.