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Millhaus takes on Arnette’s revival in Europe

The legendary US eyewear company wants to return to its relevant set of 15- to 25-years olds in Europe and has assigned this task to Millhaus.

With the first major part of this project, the „In Your Face“ movie competition - which started in February in Germany, France, Italy and Spain - Millhaus has developed an interactive concept for Arnette to specifically approach its target group.

From March 1st until 31st of May all skateboarder and surfer are called to action to form small teams, send in a creative storyboard for their perfect video part and convince the jury that their idea is the best.

The team with the most innovative idea from each country wins its own part in the professionally produced „In Your Face“ movie.

Afterwards all these parts will be subjected to a public voting online, in the categories surf and skate, to determine the two best crews which will then embark on a once-of-a-lifetime holiday: a surf or skate roadtrip to Arnette’s backyard, California!

The main communications platform of this project is facebook. Millhaus designed the Arnette Europe fan-page and furthermore developed the application for the whole project - from the description of the competition and the registration process to the voting tools.

Running the competition on the currently most popular social media platform, has the significant advantage of enabling the use of many viral processes and, in addition, of making the participants into carriers of the brand message which they will then multiply themselves.

Apart from the communication on facebook the main focus lies on the 1:1- dialogue with the target group in the relevant countries through the engagement of guerilla agents in the European hot spots of the scene.

Furthermore Millhaus also takes on the complete Arnette product PR for the whole of Europe.

 

Der Beitrag wurde am Thursday, den 4. March 2010 um 16:46 Uhr veröffentlicht und wurde unter Allgemein abgelegt. du kannst die Kommentare zu diesen Eintrag durch den RSS 2.0 Feed verfolgen. Kommentare und Pings sind derzeit nicht erlaubt.

 

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