Comfy Shoe? Or the Next Media Giant? Inside Crocs 'Cities By Foot'
Does advertising work?
Not when every consumer is overwhelmed by magazines and images that all pretty much look the same. So, to cut through the clutter, Crocs' director of marketing Ed Wuensch set out to engage their consumers by offering a service, not an ad. They just launched "Cities By Foot", which was designed and managed by Denver agency Red Robot. One of the most interesting things is that the site features some 70 videos of different destinations, all two to three minutes long, and all owned by Red Robot and licensed to Crocs.
(It kind of reminds me of how the first soap operas were paid for by Proctor and Gamble, Colgate-Palmolive and Unilever...but ended being the basis for powerful television empires that we know and love today. By the time they figured out the opportunity they had missed by not taking an equity stake -- well, it was too late.)