Blundstone, Ducati hit the road on Instagram, kicking up boot promotion
Footwear brand Blundstone and motorcycle manufacturer Ducati are promoting a new collaborative boot through an Instagram photo journey, demonstrating the creative opportunities available with social media campaigns.
Numerous brands are leveraging social media platforms such as Instagram, Snapchat and Periscope for unique adventures with a focus on aesthetic landscapes to enrapture consumers. Blundstone and Ducati are following this trend with an Instagram tour of the Pacific Northwest, featuring the boots and motorcycle.
"Social media is central to this campaign," said Kate Shevack, managing partner at Brand Initiatives Group, marketer for Blundstone. "#HowIRoam is all about inspiring people to engage with Blundstone and share how doing what they love sets them free.
"In return, as part of an Instagram contest, they get the opportunity to potentially win a Ducati Scrambler and the limited edition Blundstone Ducati Scrambler boot," she said.
Driving promotion
The shoe and motorcycle brands are attempting to hype up the new boot design, which coincides with the #800 Ducati Scrambler and is apart of the motorcycle?s apparel and accessory collection. Blundstone?s Instagram is being taken over by alluring photos from a motorcycle trip such as an individual sporting the boots along with a Ducati helmet, climbing old wooden pier stumps and a group of riders driving alongside the Fremont Bridge.
Motorcycle manufacturer Harley-Davidson recently completed a similar campaign and took fans on a ride around the world via Periscope in a unique spin on live streaming product unveils (see more).
Consumers are interested in being apart of marketing efforts that follow this format because many enjoy looking at picture they find are appealing, and these brands are making them feel apart of a virtual journey.
Blundstone is further enticing Instagram users to engage with the campaign with chances to win weekly prizes. Consumers posting images of their interpretation of living life to the fullest along with the hashtag #HowIRoam are entered to win a pair of their own #800 Ducati Scrambler boots as well as various items from the outdoor product brand Poler Stuff and the grand prize of the #800 Ducati Scrambler motorcycle.
The adventure started on September 8 and will be completed on October 9, with the giveaways occurring throughout the length of the campaign. The brands will be using GoPro equipment, a sponsor of the campaign, to fully capture the essence of the road.
Riding with celebrities
The campaign is also leveraging the pull of photographer Benjamin Heath, who has a large following on Instagram and is known for his landscape pieces. Mr. Heath will be sharing photographs as well as stories from the road through various social media platforms to coincide with the campaign.
Similarly athletic footwear brand Reebok urged social media users to complete in its Fit to Attack challenges, leveraging viral social media tactics and pushes from big-names on Instagram as well (see more).
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer
"Major campaign objectives are to celebrate the spirit of adventure and discovery that Blundstone and Ducati Scrambler share," Ms. Shevack said. "Additionally, this campaign brings to life our partnership and the creation of the limited edition Ducati Scrambler Blundstone boot.
"We hope to inspire engagement with #HowIRoam by having participants share when they are in their element doing what they love," she said. "We want to raise awareness that Blundstone is as an authentic, rugged and individualistic brand."
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer
