In perhaps the most visible display of barcode tough talk, K-SWISS CEO Kenny Powers will be launching an advertising campaign using Microsoft Tag at the ESPN ESPYs in a commercial to be aired nationally.
The campaign breaks nationally with a 90-second TV spot during ESPN's 19th Annual ESPY awards on July 13, 2011 at 9 p.m. EST. Throughout the summer original content will air on TV, the web and in-theaters nationwide.
Additionally, the campaign will be supported in print media, a robust digital/interactive campaign, including a mobile tagging sweepstakes, and in-stores displays at more than 500 Foot Locker stores where TUBES are sold. A sweepstakes powered by Microsoft Tags, appropriately named "Kenny Powers T & A Sweepstakes" (for TUBES & Apparel), will be available exclusively at Foot Locker stores from July 15 – August 15, 2011, supported by 15-second TV spot and print ads. When the Tag is scanned by mobile phone, consumers will unlock access to sweepstakes entry and a trove of Kenny Powers' multi-media entertainment including: Kenny Powers ringtone, Kenny Powers soundboard, a digital shoe tour of TUBES, and additional video content. The sweepstakes will award three grand prize packages of K-SWISS gear for a year.
In the new campaign, created with agency partner 72andSunny, Powers' mission as CEO is to change the sports world from being "so safe and lame ass" to "being more gonzo" by any means necessary. He retools senior management, enlisting a wide range of elite and entertaining professional athletes including: Kansas City Chiefs' Quarterback Matt Cassel as chief marketing officer, San Francisco 49ers Linebacker Patrick Willis as the vice president of carnage, America's Toughest Trainer and wellness coach Jillian Michaels as director of community outreach, U.S. 50k record holder Josh Cox as chief super long distance runner officer, and wrestling superstar Rey Mysterio as director of security. The campaign also features the return of former MMA World Champion Urijah Faber as the chief operating officer, and MMA fighter and UFC Light Heavyweight Champion Jon "Bones" Jones heading up human resources.
See the video below:
Microsoft Tag is a 2D multi-color bar code used in mobile ad campaigns and can be decoded by all major brand smartphones after downloading an app.
Click here for more info about Microsoft Tag.