Zappos, a leader in online apparel and footwear sales, has teamed up with Steve Madden, one of America’s most successful shoe retailers, for “Steve Madden’s SOLE SEARCH powered by Zappos” - a viral marketing program using the Brickfish social media platform.
The program was created to drive sales by enabling consumers to share branded content they created with friends and peers through their social networks and bookmarking sites. The program, asks entrants to create unique shoe designs for the chance at having them produced by Steve Madden and sold online at Zappos.com/Steve-Madden. Entrants may create their original Steve Madden shoe designs from scratch, download the provided Steve Madden assets or use the Brickfish Entry Editor to create their own Steve Madden shoes. Three lucky consumers, one selected from each of the entering categories, will be given the opportunity to pitch his or her shoe design to Steve Madden in NYC. Steve Madden will then select one of the three designs to be produced and sold online at Zappos/Steve-Madden.
“I’m inspired by creative, fresh designs, and I enjoy nurturing new talent, so I’m looking forward to seeing what our customers come up with,” said Steve Madden. “It’s amazing that through the Internet we’re able to tap into so much creative energy for this exciting project.”
The program will enable participants to create their own branded designs and share them on their social networking sites, populating the Web with consumer-endorsed content. In addition, participants can offer reviews, and share and vote on their favorite designs, further immersing potential and existing consumers in the brand experience. Studies show that consumers are more likely to interact with content recommended by friends online, so the chance for brand interaction will be propelled through this program.
Brands and agencies use Brickfish’s platform to launch online advertising and marketing programs targeted at the social networking audience. Brickfish programs enable brands to ignite consumer conversations by creating brand evangelism, passion in a peer-to-peer manner, and by optimizing the power of social media. Consumers create brand friendly UGC and share it within their social networks. Brickfish’s patent-pending Viral Map and Geo View technologies provide detailed real-time data on viral activity across the Web and geographically. This strategic viral marketing platform generates extensive brand awareness, engagement, reach, and results -- all of which are trackable, providing clients with incredibly valuable qualitative and quantitative data.
“Steve Madden has an incredibly passionate following, which is why we thought this program would be so compelling,” said Michelle Thomas, Brand Marketing Manager, Zappos “Steve Madden’s SOLE SEARCH powered by Zappos’ program is a great way for us to honor those brand evangelists and to create new ones for both brands. We are confident this program will create massive awareness of our partnership with the iconic shoe retailer and of our increasing online offerings of clothing, handbags, accessories and more.”
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