NIWOT, CO: Shoe manufacturer Crocs has kicked off a holiday window campaign at its global flagship store in New York City with the help of creative art students from Pratt and Parsons.
The 12 Days of Christmas display features holiday-themed window boxes created by a dozen students, which include a pair of Crocs’ top-selling shoes. Professors selected students who would participate in the initiative, said Katy Lachky Michael, VP of global communications at the company.
"This is about New York City being a hub for creative, young talent," she explained.
Lachky Michael added that the students are participating on their own time as a way to build their portfolio, work with a global brand, and display their work in Herald Square during the holidays, where tourists will visit from all over the world. The display went up on November 18 and will run through the end of the year.
To spread the word about the campaign, which also promotes Crocs’ store at 34th Street that opened in May, the brand is leveraging its social channels. It will mostly rely on Facebook, but drive attention through its Twitter and Instagram accounts, as well.
For each of the first 12 days of December, Crocs will unveil a new box on social media, and it is inviting the students to promote them on their own social channels.
Beyond social platforms, Crocs will send an email to all subscribers on November 30 featuring the Manhattan window art, and it will tap into its blogger partners in the hopes they’ll write about it, said Lachky Michael.
The window box effort is building on Crocs’ Find Your Merry and Bright holiday campaign, which launched the first week of November in 12 US markets. The initiative is mainly focused on New York, with paid media including subway advertising, bus wraps, and radio spots, but Crocs is running billboard and radio ads in other markets, as well.
The company is handling PR internally for the holiday window art effort.