March 2008
Teva (a division of Deckers Outdoor Corporation) has tapped Planet Propaganda to help increase the leading outdoor footwear brand’s presence among specialty outdoor retailers and their customers.
The first Planet project for Teva included designing an interactive interface and content for touch-screen display units appearing in specialty outdoor retailers for the Spring 2008 season. A soft launch of this in-store display unit was tested with a hand-picked group of Teva retailers. Based on the success of the November 2007 pilot, the program debuts nationwide in March 2008 with 100 specialty outdoor retailers (in partnership with technology provider Wireless Ronin) featuring expanded multi-media content about Teva products and collections, as well as its events, athletes, and culture. For more information on Teva products and
“We’ve always been big fans of Teva’s authenticity, originality, and performance heritage,” said Michael Murray, Planet Propaganda’s senior brand manager. “Creating the content and interface required us to draw on literally all of Planet’s different specialties, across design, motion, interactive, and strategy. We jumped at the chance to help tell Teva’s story in such an innovative way.”
To keep the Teva story fresh and current, the touch-screen display units can receive content updates instantly via an Internet connection. The system also allows Teva to react to patterns of use by providing regular reports on consumer interaction. By analyzing these reports they will be able to tailor the content to continuously engage consumers with new information on Teva products, performance technologies, and the company’s creative culture.
“As a leading outdoor brand with over 20 years experience in producing performance footwear, Teva has a wealth of technology and heritage to communicate to our consumer,” said Erin Manning, manager of Teva Retail Presence. “With the ability to highlight different parts of our brand and products as they evolve, this is a truly unique way to engage consumers in an ongoing conversation.”
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