Lacoste debuts first US all-digital effort

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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.

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