We started from the insight that there are many tastes out there when it comes to shoes, so we need to show off the entire collection if we want to connect with the most people. Traditional campaigns in the category tend to highlight one or two shoes, but our approach was to use digital to create an experience that encourages people to interact with the full collection, leaving them with a much higher chance of finding a shoe that’s right for them. If the player won all 3 games, she could download a 15% off discount valid in store and online.

Time period: 3 monthsTotal visitors: 920,826Average Time on Site: 3:16Total Sign-ups: 300,000Per our client, the FW11 line of men’s and women's shoes outsold the previous year's collection by 20%.