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Lands’ End: The Big Warm-up

 

Posted on November 4, 2009
Thierry Daher

 

Vanksen USA has launched its latest viral video to support Lands’ End’s Big Warm-up campaign (great flash website created by Firstborn) aiming at enticing consumers in the Boston region to donate their gently used coat for Boston’s 8,000 or so homeless people. Produced by New York based Caid Productions, the original viral video not only delivers what the brand wanted but also puts the user at the core of the experience, activating emotions as a powerful trigger to engage consumers.

In addition to the powerful creative concept and the flawless production, a new innovative technology was developed: a viral module for Twitter and Facebook, allowing users to easily post and spread the video through these leading social platforms. While the results of the campaign are confidential, it already appears that all the elements of a wildly successful viral campaign are present: creativity, execution, innovation and customer engagement.

As explains Thierry Daher, CEO of Vanksen USA, the results of the The Big Warm-up campaign were so heartwarming that Lands’ End CMO decided to extend the campaign to a national level and to involve SEARS, their parent company into the promotional effort. In addition, a 30 seconds TV commercial version of the video was cut, to be broadcasted on TV in Boston. A great success for a good cause!

More information on bigwarmup.com.


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