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Domino
Buzz marketing for New Line Cinema |
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| CLIENT: |
Wolverine Worldwide and Harley Davidson Footwear |
| PRODUCT: |
Wolverine and Harley Davidson Workboots |
CHALLENGE:
The assignment from Wolverine-Harley Davidson had three objectives:
- Brand Harley-Davidson and Wolverine Footwear directly to the Hispanic community by
reaching them where they work.
- A retail partnership with Boot Barn (one of their largest independent retailers in
the U.S.) that supplied additional exposure at all Southern California locations.
- A lifestyle tie-in with a professional sports team that would provide game tickets
and on-site event opportunities.
 SOLUTION:
We created the Wolverine Street - Harley-Davidson Team made up of three professional female models
and an event manager. We also were able to secure a sponsorship with the Los Angeles Galaxy Soccer
Team that included tickets for giveaway and a booth at one of their home games.
The Wolverine/Harley team hit the streets of Southern California in a customized wrapped
Wolverine-Harley Davidson vehicle. We generated a targeted list of construction sites with a minimum
of 200+ workers for the street team to hit on a daily basis. Over the 1 month promotional time period,
the street team went to twenty five locations where they featured the product, passed out Wolverine
and Harley-Davidson merchandise, and distributed coupons good at participating Boot Barn stores. To
tie-in the Galaxy event the team creatively got workers to participate with trivia questions, rewarding
the correct answers with tickets to the LA Galaxy Wolverine - Harley-Davidson night at the Home Depot
Center. At the retail level, Boot Barn offered a free pair of tickets to a LA Galaxy home game with the
purchase of any Wolverine or Harley Davidson Footwear. Customized P.O.P. promoted the offer in-store.
The program culminated at the LA Galaxy Soccer Fest on Sunday, September 25th. Wolverine and Harley -
Davidson sponsored a booth on the concourse of the Home Depot Center during Soccer Fest to a crowd of
23,000 people. The on-site booth had Wolverine, Harley-Davidson and Boot Barn signage, and the street
team distributed branded merchandising items to thousands in attendance.
RESULT:
Both Wolverine and Harley Davidson showed a significant increase in their individual sales numbers at
not only Boot Barn locations, but across the Los Angeles region as a whole. Boot Barn numbers were up
13% from the same sales time frame in 2004.
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