A digital short about ice cream from one of America's largest branded
family footwear chains - definitely unexpected.
Famous Footwear, retailer of brand name footwear for the family, today
launches MakeTodayUnexpected.com, an online destination that
incorporates a mix of interactive, digital and social media features, as
part of Make Today Famous , a consumer communications campaign in the
majority of its more than 1,100 stores across the country.
Consumers are introduced to the site through a seeded advertising
campaign and the release of a digital short comparing the passion women
feel for shoes to the emotions invoked by ice cream. In the video,
neighbors swarm as an ice cream truck moves happily through tree-lined
streets, and find to their delight that the friendly ice cream man is
actually serving up ... shoes.
"MakeTodayUnexpected.com is all about showing consumers a playful,
emotional side of Famous Footwear and creating interactive opportunities
for them to join in the fun. The iconic neighborhood ice cream truck is
a great visual to demonstrate the kind of excitement we see in our
stores when customers find nationally recognized 'famous' brands, great
value and just the right shoes to meet their needs. From the time we
spend talking to our customers we learned that some of them view shoe
shopping as a decadent experience, like dessert. That feedback inspired
the chocolate and cherry color scheme in our stores, and tells us that
this video will resonate with our shoppers," said Brown Shoe Senior Vice
President-Retail Marketing Will Smith.
MakeTodayUnexpected.com brings visitors into neighborhoods and homes
across the country through digital video, showing how Famous Footwear is
making the day Famous for its customers. The campaign also incorporates
display advertising, rich media, video sharing sites, and social
networking through outlets like Facebook and Twitter. The online
experience is rounded out with an interactive quiz supported by Facebook
Connect to help customers "find their flavor" with footwear brand
selectors, offers and quick links to FamousFootwear.com, the company's
e-commerce site.
Famous Footwear engaged Sigma Group as their digital agency after an
extensive review earlier this year. As part of Famous Footwear's overall
communication strategy, Sigma Group was tasked with building an
integrated online strategy that employs new and engaging ways to reach
customers and drives conversion at FamousFootwear.com and in-store.
About Sigma Group
Sigma Group is an independently owned, full service advertising agency
that leads traditionally marketed brands into a new array of media
platforms. Recent campaigns include Panasonic, DeLonghi, MasterCard,
PoggenPohl, Hunter Douglas and others. Sigma prides itself on offering
big agency creative results combined with suburban flexibility. Details
are available at www.sigmagroup.com.
About Famous Footwear
Famous Footwear is one of the largest footwear retailers selling
brand-name footwear for the entire family, with 1,100 stores nationwide
operating under the Famous Footwear and Factory Brand Shoes names. The
chain ranks among the top retailers of such well-known brands as Nike,
adidas, Skechers, Buster Brown and New Balance. Famous Footwear is proud
to be a national partner of the March of Dimes, and sponsors March for
Babies events in more than 1,000 communities nationwide. Famous Footwear
is operated by the retail subsidiary of Brown Shoe Company, Inc. (NYSE:
BWS), which has $2.3 billion in sales as a retailer and wholesaler of
footwear. For more information, visit http://www.famousfootwear.com
and http://www.brownshoe.com.
About Brown Shoe Company, Inc.
Brown Shoe is a $2.3 billion footwear company with global operations.
Brown Shoe's Retail division operates Famous Footwear, the more than
1,100-store chain that sells brand name shoes for the family,
approximately 300 specialty retail stores in the U.S., Canada, and China
primarily under the Naturalizer brand name, and footwear e-tailer
Shoes.com. Through its Wholesale divisions, Brown Shoe markets leading
footwear brands including Naturalizer, Dr. Scholl's, Franco Sarto,
LifeStride, Etienne Aigner, Via Spiga, and Sam Edelman. Brown Shoe press
releases are available on the Company's website at http://www.brownshoe.com.
/Web Site: http://www.brownshoe.com
http://www.maketodayunexpected.com/
