WrongGear

Ryan SmithNick Cicero

Noelle Albert

Pooja

Vidhu Kalia

Online Campaign

WrongGear

Observe the marketplace

• Website• Search• E-commerce• Social Media – Blogs• Videos, Viral• Games• Display ads• Mobile

• , WrongGear

Observation & Problems:Website

– Target Audience and Objective– Browser Compatibility– Design : Brand = ?– Inconsistency– Wasted space– Insufficient information– Poor placement– Lost!– Where can I buy?– Keywords = Wrong Gear?

WrongGear

Observation & Problems:Search

– No paid search– “Wrong Gear” on Google and Bing– The results for snowboarding mask and

snowboarding gear • online shops and e-commerce sites - wrong gear is not

top of list.

– Competitors:• Snowboards, Snowboard Bindings, Snowboard Boots

WrongGear

Observation & Problems:Social Media

• No major snowboard blogs mentioning the product by industry experts

• The Wrong Gear riders have no brand presences online

WrongGear

Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000

WrongGear

Observation & Problems:Video & Viral

• Videos are similar across the board– Creative shots, techno-hip hop beats, famous

names

• Sponsored• No share for Wrong Gear

WrongGear

Observation & Problems:Mobile; Display Ads; E-Commerce

• No mobile presence• No display ads on top snowboarding sites• E-commerce not present on the website• Amazon and other E-commerce

– Not top of results

WrongGear

Over all Objective

• To become the dominant voice in the snowboarding culture.

Snowboarding = Wrong Gear

WrongGear

Young Sport

• Shaun White: 23 yrs old• Louie Vito: 22 yrs old• Gretchen Bleiler: 29 yrs old

http://www.youtube.com/watch?v=586OlQMU420

WrongGear

Insights

• They are in it for the thrill and challenge • It’s all about ‘Showmanship’

– What’s the next trick?– Clothes you wear

WrongGear

Insight“Someone from one of the clothing companies has pointed out to

the snowboarders that if they wore tight, aerodynamic suits, like the skaters or the skiers, rather than the baggy trousers and loose-fitting hoodies that they all favour, they would go faster, shaving hundredths of seconds off critical timings.

And, presumably, the snowboarders have replied,“What? Dress like my grandad’s garden gnome? Are you, like, for real?”

- Times Online

WrongGear

Proposition

Showcase Yourself

WrongGear

Personality

• Black Sheep of the mountains– Edgy– Going against the grain– Politically incorrect– Flamboyant

WrongGear

Online Community

Showcase Yourself

WrongGear

• Keep Updating the forum• Track visitor response & reviews• Refresh content• Keep up to speed with changes

STAY IN CONTROL

WrongGear

Search

– Keywords! (snowboarding, snowboarding masks, snowboarding gear)

– Paid Search = Top results– To own words such as:

• Snowboarding, masks, UV masks etc.

WrongGear

E-Commerce

• Make Products available on the website• Skunk works

– Social Commerce

WrongGear

Objectives:Social Media

• Direct traffic to wronggear.com• Engage customers in conversation• Drum up additional “buzz” surrounding the

product by becoming a personality.

WrongGear

Objectives:Social Media

• Twitter• Myspace• Facebook

– Contest

WrongGear

Who’s got the look?

• Wear Wrong Gear in FB pic.

• Get friends to comment

• Win prizes• Popularize the look

WrongGear

Objectives:Social Media - Blogs

• Distribute samples of the product to key opinion leaders in snowboarding

• Encourage them to Blog about the product• Thereby helping in search results

WrongGear

Objective:Video & Viral

• Sponsored viral videos of “on and off the hill” content

• Natural environment of Wrong Gear users• Top Riders• Create a space on current website for viral

content

WrongGear

Objective:Mobile

– To develop a .mobi site for Wrong Gear• GAME

– Customizable– Interactive– Heavily brandable

• APP– Take pictures/video of tricks, cool places or incidents– Upload it, Tag it, Geo-Tag it– Trick Alert

WrongGear

Measurement

• Unique Visitors• Web Page Ranking• Register with Alexa.com• Google Analytics• App Downloads• Sales : New E-Commerce Model• Analyze content feedback

WrongGear

Thank You!

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WrongGear