Palladium Shoes
Introduce Palladium Shoes in the US as the ultimate travel shoe by making it a go-to resource for advertising averse urban nomads. Let them "discover" the brand through relevant travel and lifestyle-related information and experiences. Palladium -- The Destination is the Journey.
Projects
Homepage
Tactic: Interactive
More than just an e-commerce site, palladiumshoes.com is a destination site for those who want to know what to see and do in cities around the world and play the palcaching game.
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Destinations
Tactic: Interactive
An archive of travel destinations each shoe is named after. Each page features inside info on where to stay and things to do & see in featured cities around the world. More than an e-commerce site, palladiumshoes.com is a travel and recreational resource for the frequent flying Urban Nomad.
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View all shoes
Tactic: Interactive
Each Palladium shoe is named after a specific travel destination.
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View individual shoe
Tactic: Interactive
One click gets you all the details of an individual shoe + its price.
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Palcaching
Tactic: Interactive
A microsite dedicated to the incredibly popular palcaching game that brought geocaching to cities across America. Palladium hid caches stoked with prizes in various locations around cities like New York, Chicago, San Francisco, Atlanta and Seattle. Some were hidden in retail stores, driving players directly to shoe stores they might normally never enter.
On this page, players can register, get clues, see where new boxes are hidden and get updates on cashes and prizes for undiscovered caches.
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Palcaching 101 - Part 1
Tactic: Promotions
Palladium's version of geocaching - an on and offline game where participants search for hidden boxes through clues and gps coordinates. Wildly successful, it drove consumers directly to Palladium retail locations.
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Palcaching 101- Part 2
Tactic: Promotions
Palladium's version of geocaching - an on and offline game where participants search for hidden boxes with clues and gps coordinates.
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Palcaching 101 - Part 3
Tactic: Promotions
Palladium's version of geocaching - an on and offline game where participants search for hidden boxes with clues and gps coordinates.
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Palcaching E-Mail
Tactic: Promotions
A series of newletters sent to Palladium consumers announcing the game and reporting when caches were found.
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Logbook
Tactic: Promotions
One of many branded prizes for cache finders.
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Palcaching Clue T-Shirts
Tactic: Guerrilla
T-shirts with cache location clues were distributed to volunteer homeless people who became walking billboards for the urban game. To get a clue, players were asked to donate a dollar to the volunteer before he revealed the clue on the back of his t-shirt.
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Nickel Clues
Tactic: Guerrilla
Branded nickels with cryptic clues stuck to them were dropped in key locations in various cities where caches were hidden.
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Clue Bags
Tactic: Guerrilla
Bags containing one Palladium shoe and a mesage to get recruit players were left in key locations around cities where caches are hidden.
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Palcaching Box
Tactic: Retail Support
Rebranded NATO Ammo Boxes, these Palcaching boxes were hidden in retail locations around the country, driving players directly into shoe stores.
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Carabiners
Tactic: Retail Support
A branded gift with purchase.
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Praha
Tactic: Point of Sale
A point of sale poster reinforcing Palladium's image as the ultimate travel shoe through an insider's walking tour of Prague.
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Seattle
Tactic: Point of Sale
A point of sale poster reinforcing Palladium's image as the ultimate travel shoe through an insider's walking tour of Seattle.
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Lisboa
Tactic: Point of Sale
A point of sale poster reinforcing Palladium's image as the ultimate travel shoe through an insider's walking tour of of Lisbon.
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US Ad Review - Palladium Website
Tactic: Publicity
US Ad Review - writes a feature article on Palladium's highly original branding and positioning.
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Brandweek - Guerilla Campaigns of the Year
Tactic: Publicity
Brandweek named Palladium as one of its Guerilla Campaigns of the Year - not bad considering it had the smallest budget by far of any of the campaigns recognized.
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Promo - Palladium uses GPS for treasure hunt
Tactic: Publicity
Promo writes a glowing review of Palladium's unorthodox palcaching promotion.
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Creativity Online - Uncache Me If You Can
Tactic: Publicity
Creativity Online covers the palcaching game.
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Media Creativity - Walk a mile
Tactic: Publicity
Media Creativity covers Palladium's in-store posters featuring walking trails of Seattle, Prague and Lisbon.
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Create Magazine - Follow Palladium's Footsteps
Tactic: Publicity
Create Magazine writes a glowing review of Palladium's in-store walking tour posters.
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Chiefmarketer.com - Walk on Buy
Tactic: Publicity
Chiefmarketer.com gives a nice review of Palladium's in-store, walking tour posters.
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Flytip.com
Tactic: Publicity
"Talk about an innovative way to sell shoes..." is how this great review from flytip.com of Palladium's palcaching promo begins.
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Media Post - Out To Launch
Tactic: Publicity
Media Post's Out To Launch covers the Palladium's palcaching promo.
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Xeal - Savvy Retailers Score
Tactic: Publicity
Xeal praises Palladium's innovative palcaching promo.
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Groundspeak Forums
Tactic: Publicity
Groundspeak Forums one of the most popular geocaching blogs, gives kudos to the palcaching game.
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Designtaxi.com
Tactic: Publicity
Designtaxi.com covers Palladium's palcaching promo.
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Daily Candy - Rubber Sole
Tactic: Publicity
Daily Candy, one of the industry's most influential fashion footwear sites gives the thumbs up to Palladium's Baggy.
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Entertainment Weekly - I am Legend
Tactic: Publicity
Entertainment Weekly review I Am Legend. Notice Will Smith's boots. That's right those are Palladium Baggy's he's wearing.
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Entertainment Weekly.com - I am Legend
Tactic: Publicity
Entertainment Weekly.com publishes another great photo of Mr. Smith wearing Palladium Baggy's in I Am Legend.
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Footwear News - K-Swiss to Acquire Palladium
Tactic: Publicity
All that good marketing for Palladium pays off. K-Swiss bought Palladium shoes, giving our client an enormous return on his initial investment.
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Patrick Weblog - Palladium Caching
Tactic: Publicity
Patrick Weblog, a destination for Palladium consumers, covers the palcaching game and exposes it to thousands of potential customers.
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OAK
Tactic: Publicity
OAK - covers Palladium's Baggy for women.
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Discerning Brute
Tactic: Publicity
Discerning Brute, an influential site for Palladium's target, recommends the Palladium Baggy.
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Urbanzeitgeist
Tactic: Publicity
Urbanzeitgeist, a popular resource for Palladium's target, recommends the shoes to its readers.
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Things You Saw in a Movie - I AM LEGEND (Boots)
Tactic: Publicity
Things You Saw in a Movie lets the world know that the cool boots Will Smith is wearing in I Am Legend are Palladium Baggy's. K-Swiss' huge offer to purchase Palladium shoes soon followed much to the delight of our client.
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I Am Legend
Tactic: PR Event
A mini-poster sent to retailers and media outlets announcing the Baggy's movie debut in "I Am Legend".
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Postcards Lookbook
Tactic: PR Event
Seasonal mailer featuring Palladium's newest styles sent to fashion editors at major publications.
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Bribes
Tactic: Viral
Through Palladium Bribes, consumers were asked to tell their friends to sign up for Palladium's newsletter. The more friends that signed up, the more prizes they could win. Just through this program, Palladium's database increases over 11% per month.
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Palladium Brand Guide
Tactic: Brand Integration
A booklet of guidelines for integrating the Palladium brand in any medium by anyone.
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Business Cards
Tactic: Brand Integration
Quick tear-away cards for the on-the-go Palladium sales team.
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Shoe Box
Tactic: Brand Integration
Packaging designed to position Palladium as the ultimate travel shoe.
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The Destination is the Journey
Tactic: Identity
The logo and tagline we created for Palladium to establish them as the ultimate travel shoe.