Timberland Tries Reeling In Technophiles With New Digital, Mobile Campaign
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Outdoor apparel brand Timberland is trying to skew younger and hipper with a new ad campaign that includes everything from iPhone and BlackBerry apps, to branded content for Hulu, and custom Pandora playlists. The goal is to get city dwellers to use their technology to find “outdoor adventures” that are close to home—while enticing them to buy Timberland gear along the way. The new marketing push follows Timberland’s first foray into online video, via a sponsored MySpace vlog, last November.
—Mobile: Timberland worked with IPG’s Mullen MediaHub and Ansible for the “Expedition Timberland” mobile apps. The apps highlight hiking trails, spots for panoramic city views and other outdoor activities in six major cities, including N.Y., L.A. and Denver. The apps will also feature specific apparel each week, with links back to a WAP site with a full product list and store locators. iPhone users also get a game and an outdoor-themed playlist that updates each week. The company plans to expand the app to ten additional markets later this year.
—Digital: Timberland is making full use of Hulu, with custom show sponsorships and standard commercials; it’s also launching a number of branded Pandora stations. The campaign includes banner ads and blogger outreach, as well as interactive billboards in select markets.
Posted In: Advertising, Entertainment, Games, Companies, Apple, iPhone, RIM, BlackBerry, timberland
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