Palladium Shoes
Palcaching Clue T-Shirts
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.
Tactic: GuerrillaTarget 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