Crocs partnered with Twitter to create an interactive runway experience called Funway Runway to launch their summer product line.
Consumers visit the microblogging platform and can choose between 45 different combinations of Crocs and clothing, plus models and music to create their own Crocs Funway Runway video. Chris Riedy, Twitter’s director of retail sales, expressed enthusiasm for Crocs’ campaign execution, “Dynamic custom videos combined with a timely and fun call-to-action is a great example of a brand knowing how to engage their target audience in a creative, innovative way.”
Crocs encourages people to share their custom videos on Facebook and Twitter with the hashtag #FindYourFun. The Global Campaign, which will be promoted in the U.S., U.K., South Korea, Japan and Germany is supported through both paid and earned social media.
Encouraging engagement through participation allows consumers to have a say in the brand’s communication, which makes the brand more relevant to their audience overall.