Lacoste debuts first US all-digital effort

Share this article:

High-end fashion brand Lacoste is running its first all-digital campaign in the US in time for the holiday shopping season.

Called “Momentum,” the effort includes an interactive Web site, which consumers can use to create their own music videos with kaleidoscopes of Lacoste labels, images of its winter fashion collection and upbeat original dance music. Visitors can also view videos made by other users.

This is the debut Lacoste campaign by Euro RSCG 4D New York, which was recently appointed the brand's digital agency for North America. Euro collaborated with its in-house music label, The:Hours, to create the effort's dance music.

The campaign's media buy includes banner ads on Hulu, Condé Nast's digital properties, Facebook and Pandora. It also includes online video and social media elements. The effort, which launched October 30, will run through the end of the year.

The initiative will also include a promotion on user-generated fashion magazine Polyvore. The promo will challenge consumers to build Lacoste looks that go beyond its traditional polos.

To help drive sales, the site includes a store locator, along with links to e-commerce sites and social networking tools.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

How Amazon Ads Might Change the Game

How Amazon Ads Might Change the Game

Will the Great Recommender introduce "pretargeting" to the menu? Is it destined to become the King of Conversion? Or will its ad business simply settle in between Google's and Facebook's?

Less Than Half of Marketers Say the C-Suite "Gets" Digital

Less Than Half of Marketers Say the C-Suite ...

The long road to digital marketing leadership starts with organizational alignment, a study finds.

Candidates Hook Into Twitter

Candidates Hook Into Twitter

A digital agency for politicians puts the power of presidential electioneering into the hands of Congressional campaigns.