Billabong raises digital surf

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Billabong tasked consumers with creating and sharing personalized wallpaper
Billabong tasked consumers with creating and sharing personalized wallpaper

Billabong's "I Surf Because" digital campaign sought to build the surf company's customer database through user-generated submissions. As visitors registered at ISurfBecause.com, Billabong could track location, viewed content and time spent on site.

The Data: Billabong's “I Surf Because” digital campaign sought to build the surf company's customer database through user-generated submissions. As visitors registered at ISurfBecause.com, Billabong could track location, viewed content and time spent on site.

The Offer: Visitors could choose to use a still shot or a snapshot from a surfing video and complete the statement “I surf because … ,” creating a personalized wallpaper they could share through social media. Billabong awarded weekly and monthly prizes, including a trip to surf Jeffreys Bay in South Africa.

The Channel: The campaign, which launched July 28, included a microsite and used social media by including share-to-social links for Facebook and Twitter. All campaign sites linked back to Billabong's e-commerce site.

The Creative: Billabong and its Sydney-based interactive agency Design Royale wanted to engage surf fans emotionally with the brand, so it began with a theme that appealed to their surfing passion. It provided images and video and then allowed them to personalize it.

The Verdict: The website is fun, engaging and easy to use. Even without the promotional incentive (vacation giveaways), I can imagine surfers wanting to craft their own “passion message” for fellow surfers to view. The library of photos and video clips would have been cooler if it allowed fans to upload their own images.

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