New Era Cap Co. has teamed with Project 2050 to launch the "Are You Part of the New Era?" campaign to engage its various customer segments.
"As a brand, we have a few core markets we go after," says John DeWaal, VP of brand communications at New Era. "They all have different ways that they engage with our brand, and this is a way for us to engage all of them under the umbrella of one campaign."
Idea: DeWaal says the effort is designed to highlight how the brand fits people in different ways. "It's really about how people see our brand fitting them as opposed to us trying to dictate to them how our product should fit them." The campaign has three phases. The first is collecting images, via kiosks and online, of New Era customers wearing New Era caps. In phase two, the photos are compiled into a grid creating an online brand mosaic of the New Era flag logo. Consumers can scroll over each image of the mosaic to enlarge the photo and get information on that particular person. Third, New Era will choose some of the participants and feature them in print ads.
Tools: A 60-foot New Era-branded bus will make its way across the country as part of the Fit For the Streets Tour. The tour will showcase product and have photo-capture capabilities. New Era will place print ads in such publications as Vibe, XXL, Slam, Accelerator, and Stuff to promote the campaign.
Measurement: DeWaal said New Era initially will track the number of people who upload pictures and visit the Web site to measure success. It will also monitor product sales once the campaign enters phase three.
Organization: New Era Cap Co.
Campaign: Are You Part of the New Era?
PR team: Project 2050 (New York) and in-house
Other marketing: Print, online, mobile tour
Launch: March 15
Budget: Between $5 million-$8 million (including ads)