Skeeter Kicks Campaign- Transmedia

Transmedia campaign for Skeeter Kicks, a fictional athletic footwear company, put together in order to carry the brand's story across various media outlets. The stories are different but deliver similar messages. Skeeter Kicks is about speed, power, and the glory of victory.

Unique Promotional Item

This is a gold medallion and ribbon to be worn around the neck. Much like an olympic champion, it gives customer the feeling of winning and victory. The medallion also fits onto the tongue of the shoe and features special LED lights around the edge that creates light trails, which simulate the speed of the brand.

UPI Development Sketches

The sketches here show how this unique promotional item idea evolved from a simple shoe lace lock into the gold medallion. The initial shoelace lock idea was rethought because it was simply too small. There just wasn't enough space on its surface to do anything significant on.

Real World Application- Skeeter Kicks Footwear (Red)

This is the red version of a pair of Skeeter Kicks, with the unique promotional item placed on the tongue. The red is one of the main colors of the brand and it represents the intensity and serious nature of the brand.

Real World Application- Skeeter Kicks Footwear (White)

This is the white version of a pair of Skeeter Kicks, with the unique promotional item placed on the tongue. The white is one of the main colors of the brand and it represents the energy and power the fuels it.

Real World Application- Skeeter Kicks Footwear (Blue)

This is the blue version of a pair of Skeeter Kicks, with the unique promotional item placed on the tongue. The blue is one of the main colors of the brand and it represents the calmness, grace, and elegance that distinguishes champions from the competition.

Guerrilla Marketing Tactic

Skeeter Kicks has assembled a world-class break-dancing team.The group is called the International Skeeter Kicks Crew. They perform unscheduled high energy break-dance performances at night, in popular parks located downtown where pedestrian traffic is high. These high energy performances will take audiences by storm. Each dancer is equipped with a pair of Skeeter Kicks sneakers featuring the new led light medallions (UPI). This is the ultimate in guerrilla marketing because if features the element of surprise, high energy, and spontaneous imagination.

20 Second Radio Spot

The story of the Skeeter Kicks brand, which includes intensity, speed, and power continues in this radio commercial. It's not easy to become a world-class champion, but Skeeter Kicks is there to assist no matter no matter the sport. Both the beginning and ending of the spot features the Skeeter Kick earcon, which makes the brand instantly recognizable.

20 Second Television Spot

This television spot creates an intense mood, as it speaks to what it takes to become victorious. The imagery shows the audience flash backs of the hard work and training the main athlete endured in order to become victorious while he enters the enter the arena. The tagline, "Victory is no small feet" is about filling the big shoes of a champion.

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