Crocs has unveiled a new marketing campaign using taxi advertising to drive social media engagement.
Celebrating its tenth anniversary, the shoe brand’s campaign aims to get passengers to share their “Croc cab stories” on its Facebook page.
It hopes the advertising will help it build a wider online community of fans and increase its Facebook following, which currently stands at just over 330 “Likes”.
The campaign is being launched in London to capitalise on the increased footfall expected over the summer during the Olympic Games, but it will run throughout the year.
Michael Marshall-Clarke, European marketing director for Crocs, explains that the strategy is based around promoting the evolution of the brand beyond the ubiquitous clog for which it is famous.
“This campaign aims to change customer perception of our brand, encourage them to take a fresh look at us and join our evolution,” he says.
“In this, our tenth anniversary year, we believe through taxi advertising we will instantly capture the attention of a wide London audience and achieve fantastic, all-access visibility this summer and beyond.”
As well as integrating the outdoor advertising with digital activity, Crocs is carrying out in-store promotions around the UK.