Keds launches road tour, contest as part of awareness campaign

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Shoe company Keds will launch a road tour March 18 as part of the “How Do You Do?” brand awareness and consumer engagement campaign.

Consumers can participate in the “How Do You Do Your City?” shoe design contest at kiosks at each stop, or submit entries through the campaign website. The contest winner will receive $1,000 and a $5,000 donation for a local arts-based charity. The contest runs until May 31.

The contest submission form asks participants to opt-in to receive e-mails from Keds. Opted-in consumers “will receive information on new product arrivals and product stories, special insider events, like early access to limited edition products, and exclusive offers,” said Kristin Kohler Burrows, president of Keds, via e-mail.

Keds is also encouraging attendees to use the Twitter hashtag #KedsHDYD throughout the tour. For each tweet that includes the hashtag, Keds will donate $1 to a local arts-based cause. Asked if the company will use tweets with the hashtag in the future, Burrows said, “possibly yes.”

She added that Keds is promoting the campaign in print and online through Facebook, Twitter and the company's website. Keds developed the campaign internally.

The tour will begin in Austin, Texas, at the South By Southwest festival. It will feature local artists and bands, as well as limited-edition shoes designed for each city that will be available for purchase on the company's website. The tour ends in May.

Burrows said the tour targets college students because “the values of this generation  optimism, collaboration, creativity, diversity  most closely align with Keds' brand values."

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