Palladium Shoes

Branded nickels with cryptic clues stuck to them were dropped in key locations in various cities where caches were hidden.

Tactic: Guerrilla
Target consumers:

Palladium Customers

Retail and online consumers of Palladium shoes

Urban Nomads

Young, creative class, city-dwelling non-conformists who would rather discover a brand than be marketed to

Fashion Follower

Mainstream in-lifestyle consumers who aspire to be Urban Nomads

Independents

Urban/suburban clothing stores offering unique, hard-to-find brands

Upscale Department Stores

Major national trend-watching chains

Fashion/Travel/Recreation

Writers and editors of trendsetting fashion and lifestyle pubs

Footwear Trade

Fashion editors of key industry pubs

Marketing Trade

Writers and editors of marketing related trade pubs who cover new and innovative marketing ideas to share with readers