Business objective:Increase sales of lifestyle sneakers in a recession.Marketing objective:Articulate a nebulous brand essence in such a way that the trade and the consumer developed a better sense of NB Lifestyle’s personality.Communications Objective:Develop a flexible idea that can be used to support an almost infinite variety of shoes over the course of 2010.

We created a way for people to interact with the brand daily. We created the world’s first audio/video alarm clock app that wakes you with original branded content featuring the shoes.

-Unique Visits per Month: 10,580.50-Weekly App Downloads: 1,264-Avg Time Spent On Site: 3.91 min.

- Move from virtually no brand communication to daily engagement.- Create content and tools of interest and value.- Explore the muti-faceted nature of the NB brand.