y l e h l s l A e h c i e n l l i Cam heather n e t s r e ki

Sup!

Thanks for taking some time away from the slopes. I know the mountain has been dumpin powder left and right, but i think weve got some great shit stuff to show you. This guy Ron approached us to create a digital campaign for his brand, Wrong Gear. Wrong Gear designs and manufactures cotton snowboard masks and has unexpectedly expanded to skateboarding, bmx biking, dirt bike riding, paintballing and airsoft sports. Thats some sick success for a one-man show. After speaking with Ron, we learned that his vision is to be the most successful Chinese brand to penetrate the snowboard industry. We think that vision is badass, and we want to make it a reality. Ron offers amazing products that have reached more than just snowboarders. But with Rons vision in mind, we recommend starting small and establishing Wrong Gear in a niche market. This campaign is geared towards snowboarders. At least for now. We made sure our big idea was not limited to snowboarding, because once we rock this industry, we intend on moving to the next. The campaign includes search, ecommerce, interactive ads, takeovers, and social media integration. And we cant forget the ridiculous amounts of swag that we intend to give away at events. But before you continue reading about this campaign, I must warn you, we have done everything the WRONG way. I mean come on. Did you really think you could ask us to go about creating a campaign for WRONG gear in the right way? Sorry, no can do. So put your feet up and check out the WRONG way to create a ridiculously successful digital campaign. YOLO,

Camille, Kiersten, Nichelle, Ashly, Heather

WG

say what?
We were asked to create an online advertising plan and campaign for an underground snowboard company that specializes in snowboarding masks. Made from 100% cotton and a polyester nose mesh area, we immediately knew this product was different than the other face masks on the market. The company, Wrong Gear, identified their primary business goal to be expansion throughout the West, Canada, and the East coast. Based off of this goal, we identified the following marketing objectives:

1
2 3

C r e at e B uz z
- make the brand famous among snowboarders within social networks - increase visability both digitally and traditionally

I n s p i r e D ist ribut ion and ecommerce

- inspire resorts in the East and Canada to be open to the approach for distribution or to approach us based on the buzz they hear - drive traffic to the Wrong Gear website and increase conversion rate

s ol i d i fy brand posit ioning

- create a strong brand positioning statement that distinguishes Wrong Gear - distinguish Wrong Gear by creating a cohesive brand

The assessment
Now that we had a better understanding of the brand, we had to do an internal assessment of Wrong Gear to determine how we could leverage their strengths, but also transform their weaknesses and create opportunities out of threats. . u n ique product
Warrior mask is the only product of its type on the market

. t eam bandit
Bandit can be used as an identifier among target market

. u n dergro u n d brand

Wrong Gear is an underground brand which increases its cool index

. uniq ue f ollowing

. materials

Boarders are a unique group who strive for individualism

Made from special materials to avoid irritation, wick away moisture & allow you to breathe

. low clut t er
Bandit is not used much in the boarding realm as of now

. W eb si te
Lacks successful website components such as interactivity and e-commerce

. big br ands
Big brands can produce these masks at a lower cost

. b ran din g

Inconsistent branding that leads to mixed message

. p r ic e
Price seen as too high

. So cial P res en ce

Lack of a social presence among social networks

. ec onomy

Snowboarding industry set back by poor economy

The positioning
In snowboarding, a boarders flow is extremely important. It contributes to the boarders direction, speed and overall feeling of success. Wrong Gear lacked flow. Lacking an identifiable positioning, the brand used multiple renditions of the logo, was attempting to be a mask for multiple sports, and used contradictory visual messages. It basically lacked consistency and cohesion, a boarders worst nightmare. Since we dont like nightmares, mostly because wetting the bed is uncomfortable, we created a more cohesive brand positioning statement and brand credo.

credo
We get it. Wrong is the way to Wrong is

Positioning
Wrong Gear is the only extreme sport apparel brand that unifies its users by designing clothes and accessories of superior quality representative of the shredders counterculture spirit.

live.

reckless,the

SCARS

from last seasons epic slam. Wrong is late

nights

at the cabin and

early mornings on the M O U N T A I N . Wrong is and

LOUD, irresponsible, FREE. Wrong is

HARD.

PuShInG tHe BoUnDaRiEs,

SHREDDING

Wrong is Real, and Bandits

ROCK IT.

crush the comp

Snowboarding is a competitive sport. From shiftys to crails, its all about one-upping the competitors trick. In true snowboard fashion, we want to one-up our competition. Heres what theyre doing on the digital slope:

contests

social

l a t i g Di e p o l s
technology education

photo

graph

video art contests

The approach
Once we understood the company, had a positioning statement, and scoped what competitors But instead of approaching this the were doing, we were ready to design a digital campaign specifically for Wrong Gear.

right way, we wanted to approach it the wrong way . From here on out, we changed our outlook . Everything we did was wrong , but it felt so right.
So we said, screw industry reports , excel spreadsheets , fancy media allocations , months of primary research , and pages upon pages of a situation analysis .

We wanted to become snowboarders .

to Live the lifestyle .

T O BE S PO NTANEO US , ADVENTUROUS ,

DANGEROUS
To do this, we found the

flow of conversation .

The atmosphere
Wild Snow Home Boy Ski Snowboarding Forum.com

facebook
MPORA Snowboarding

blogs

snowb
EpicMix iTrail 3D

s r e d r oa

Snowboarding Magazine

content aggregators
Snowboard Magazine

USASA

mobile
Ski & Snow Report snowEdge

REALSKI Elevation

TransWorld Snowboarding

the sport
Sporto, pot-smoking skiers styles of the sport
Emerged in America in late 60s 70s in opposition to skiing, which was seen as an expensive, structured sport for the white middle and upper-class.

1 Alpine / carving
Groomed hills or racing: big low turns, slower

Pioneers of snowboarding were seen as sporto pot smoking skiers... all you needed was a couple hundred bucks to become a snowboarder.

2 Freeride

Backcountry, any hill: off piste boarding

Snowboarding culture from the beginning has embodied freedom, hedonism, and

irresponsibility.

3 Freestyle
Terrain parks: rails, jumps, trees, half pipes, barrels w/ duck stance boards. Includes underground styles such as gangster style and punk style (both defined by clothing, brands, and riding style)

Snowboarders use style, clothing, language, and their practices to reinforce and confirm their identity to distinguish themselves from

other subcultures.

the style
Gangster punk rock swag
Style sets up social position ladder within the subculture Malls and large retailers are for noobs, amateurs, and posers

street style baggy pants t-shirts on heads headbands bandanas

safety pins leather wristbands studded belts piercings crocheted bandanas

flannel hats graphic-ts soft neon shades colored shoes

The snowboarding look arose from skateboarding, urban gangster, and punk styles. Beginning styles reflected stoicism and strength by offering no protection from snow or cold temps they care more about the way they look than how cold they are. This established snowboarding as a masculine sport. Today the snowboarding style is called SWAG. When asking about style, its often asked by saying What gear are you runnin? Shopping online and at small locally owned shops is cooler than shopping at the mall or larger franchise stores that are for noobs, amateurs, and posers.

The shredders
Buy products that increase sociability and entertainment Confident and belligerent, feels good to be reckless 18-24, predominantly male Active, risk-takers who seek immediate satisfaction Injuries and scars as a source of pride and experience

Seek fast access, options, mobility and customization

Assertive, energetic, impulsive, irreverent, physical

Who gives a fuck?

I often eat meals on the run Im interested in watching video clips on my cell phone

I buy brands that reflect my style

the life
videos thumb gun beers. not over shotgun. photos Planning for next season before this season ends
money spent on snowboard gear and trips.
Stickers graphics and art that only riders understand is increasing in popularity

pulling pranks and taking risks

house parties. not bars.

snow dollars. late nights and

early mornings

snow itch.
the desire to be on the mountain in the snow

riding songs. not music.

the touchpoints
r e sort s , pa rk s , s no wb oa rd s hop s .

twitty is really cool. its like tweeting but instead of using text, you post short videos

vimeo, youtube, twitty -

l ittl e tv, l ots of i nternet.

check conditions, videos, weather, songs, communication

Mo b i l e -

The creative brief

Why are we communicating
To generate higher awareness around the Wrong Gear brand, positioning them as a leader in snowboarding apparel.

What do we want the communication to do

Create desire that will lead to further distribution outlets across the country and in Canada, and as a result, increase overall sales.

Who is our audience

Shredders (Surf, Skate, Snow). Social, young males, ages 18-25.

What do they currently think

That functionality in snowboarding equipment is more important than style, but the styles they choose must be representative of who they are as individuals.

What would we like them to think

Wrong Gear has an authenticity and exclusivity that isnt available in larger brands.

What is the big idea

Wrong Gear Bandits a snowboarding identity created through Wrong Gear.

How do we make it believable

The bandit campaign that will create opportunities to showcase the bandit persona with emphasis on the warrior mask accessory and interaction with others who utilize the brand and participate in the sport.

What tone should be used

Rebellious, edgy, confident.

the big idea

F g n i k uc

By listening, we found that snowboarders like to associate themselves to a particular group. Theyre goofy or regular. Freestyle or freecarve. Ninja or warrior. We wanted to give our market something to be a part of. Something that would not only work digitally, but also be applicable to the real world. Staying consistent with the lifestyle, we wanted to be nasty, gnarly, and sick. But most of all, we wanted to be WRONG. We wanted to advertise this brand in the WRONG way by pushing the limits and breaking the rules.

The trail
Tag My Facebook Organic Paid Customized Virtual Bandit Facebook cover photo Tag N Tweet Blog Outreach YouTube Channel

gn i a p cam

Search

E Commerce Website

Social

Glasses

its. Wrong Gear BandWay

Doing Things The Wrong

Outdoor

Street Art Tag N Tweet XGames Takeover Free Impressions

Mad Swag Interactive Ad

Bandit Pandora Snowboard Websites Youtube Takeover

Shirts

Event Marketing

Stickers
OBJECTIVES KEY
Create Buzz Initiate e-commerce

Stencils

Coupon Takeover

Strengthen Brand Positioning

the o.g.s.t.m
Vision: Generate awareness and position Wrong Gear as the leader in snowboarding apparel, with emphasis on "masks"
O bjective 1. Create Buzz Make the brand famous in social networks with 786 more likes (60% increase). Establish a presence on Twitter (at least 2 posts/day) with 2,500 followers. Increase in overall visibility: at least 50 positive social media mentions each month. G oals Strategies A S O N D X game team announced Introduce FB App Launch Twitter Mask Introduction How to prepare for the season Start Tags Introduce the boarders X Game Coverage Contest Winner Using your wrong gear in off season Tactics J Takeover video on YT F M A M J J

2012-2013 Strategic Marketing Plan

1a. Wrong Gear Takeovers

1.1 WG X Games Takeover 1.2 Facbook Cover Photo

1b. Encourage consumer action, generate press, and launch promotional contest

1.3 Tag 'N Tweet

1.4 Team Blog 2.Initiate E-Commerce and Distribution Increase website traffic from 720 unique visitors to 5,000. Increase number of "link-ins" from 32 to 60. Add 80 stores to distribution and Increase sales by 20%. Convert 15% of PPC visitors to generate $3,270 in sales

2a. Create a user-friendly, visual, content driven website and encourage membership as well as entice purchase 2b. Online marketing campaign, interaction with distributors and influencers

2.1 Redesign Site

Launch new website Re-configure site for SEO Include "bandit" style terms Blogger Wesbites Blogger Wesbites

2.2 SEO

X-Games

X-Games YT Takeover/ Banner YT YT Takeover/ Takeover Banner /Banner

2.3 Interactive Ads 2.4 Paid Search 2.4 Billboard 2.5 Coupon distribution

YT Takeover

Billboard Coupon "trick" Schools Camps at Resorts

Billboard

Billboard Coupon "trick"

Billboard

Billboard Coupon "trick"

Billboard

2.6 Swag Give-a-ways 3. Strengthen Brand Positioning Increase knowledge of the overall brand: send one brand representative to meet with relevant retail buyers in each major target city. Extend distribution to East Coast (at least 1 in each major target city) and Canada (from 4 store locations to 8 store locations).

Redbull Canada Butter Cup Snowbo Skateparks PA,NY,NJ, ard Tour VT

Frendly Gathering Vermont

Agenda Show NYC

3a. Direct interaction with distributors to teach them funtionality and technology of products and more conversions at point of purchase

3.1 Tags

Store outreach

Store outreach

Store outreach

3b. Promote community and encourage brand loyalty

3.2 Positioning and credo 3.3 Cohesive brand image 3.4 Team blog

Branding PreTest

Branding Post-Test

the x-games
tak
1.

r e v eo

Dont be afraid to break the rules. Thats the motto for The Bandit Takeover, the kick-off of the campaign. The takeover takes place during the December 2012 X-Games. The Wrong Gear sponsored rider begins down the slope, when unexpectedly, a group of Wrong Gear bandits sabotage the ride and take over. During the takeover, a bandit drops a ransom note to the announcers, warning them of the WG Bandits and directing the viewers to the Wrong Gear website to learn more. Unexpected? We think so. Wrong? Totally. Free media impressions? Definitely.

2.

tag n tweet
co

t s e nt

Weve announced the WG Bandits. Now lets takeover the outdoors. Every day for 30 days, WG releases a tweet identifying the location(s) of a Bandit Tag. Individuals are asked to find the tag and tweet it to @ WrongGear #WGbandits. The first person to find the tag and tweet a picture and its location wins a face mask. They are then entered for a chance to win a week-long snowboarding trip to Mountain High in California. The tags will be dispersed throughout the snowboarding hotspots identified below.

the twitter

This is the WG Twitter page. Do you see those recent images? Yup, those are from our followers tweeting pictures of the tweet n tag promotion we are running.

bandit billboard
tak

r e v eo

Screw skiing. Our billboard will be placed outside the most popular snowboard locations throughout the East, Canada, and the West.

the interactive
tak

r e v eo

If you thought our takeovers stopped there, you thought wrong. WG has moved to YouTube. We will be taking over any videos that have to do with snowboarding. Its a little thing we like to call contextual advertising. Being Wrong feels so damn good!

the banner ad
tak

r e v eo

Okay okay, this is our last takeover. We tag these websites while users are surfing shredding the site. First they hear the shake of a spray paint can, the pop of the lid, and the shhhhhh sound of us tagging the page. We can tag anything...

the specialty shop

tak

r e v eo

SAVE $3.00
WARRIOR

MASK
www.wronggear.com

Consumer: Limit one coupon per purchase per visit. Void if copied, transferred, prohibited, taxed or restricted. Not good with any other offer. Good only on products indicated. To the Dealer: Upon receipt of this coupon toward the purchase of the specified product, Wrong Gear will reimburse you the face value of the coupon plus regular shipping and handling. Application for redemption on any other basis may constitute fraud and will, at our option void coupon presented. If as we expect you begin to encounter high demand for our product we will gladly ship you more.

How do you create demand from distributors the Wrong way? You give coupons to the boarders. The boarders go to the dealer demanding our product. Dont worry, we will give each retailer a box of masks before we distribute the coupons, but only enough to make them want to order more. How WRONG is that?

the website
JOIN RETAILERS BANDITS ENTER EMAIL ADDRESS JOIN ABOUT PRODUCTS SHOP PHOTOS TEAM EVENTS

WRONG VISION WRONG DESIGN WRONG CONCEPT

The website was lacking a consistent branded image. So we added a little flare. We made it interactive, visually stimulating, branded, added e-commerce, created a community and improved user experience.

the website
Community
JOIN RETAILERS BANDITS ENTER EMAIL ADDRESS JOIN

content
JOIN RETAILERS BANDITS ENTER EMAIL ADDRESS JOIN

ABOUT

PRODUCTS

SHOP

PHOTOS

TEAM
BANDITS

EVENTS

ABOUT
COMPANY TECHNOLOGY

PRODUCTS

SHOP

PHOTOS

TEAM

EVENTS

BANDITS
Join the sickest group of ner do wells on the planet. The WG Bandits promise to keep you on the wrong track, doing all the wrong things that make life worth living. Email Password

SPONSORS

BANDITS

BANDITS
1 2 3 4 5 6

JOIN

WRONG VISION WRONG DESIGN WRONG CONCEPT

WRONG VISION WRONG DESIGN WRONG CONCEPT

Here lies the bandit community.

Learn more about the company & technology behind our products.

the money maker

ecommerce interactive

Primary research shows that functionality is more important than style. It was important that we incorporated an area on the website that showcased the technology and design of the masks.

Snowboarders enjoy being different. To adjust to their taste, we included a customizeable option so our bandits can stay true to their unique style. Also available are customizeable team masks for schools or teams that include team colors as well as team mascot/logo.

the cover
JOIN RETAILERS BANDITS ENTER EMAIL ADDRESS JOIN ABOUT PRODUCTS SHOP PHOTOS TEAM
BANDITS

EVENTS

BANDITS
Join the sickest group of ner do wells on the planet. The WG Bandits promise to keep you on the wrong track, doing all the wrong things that make life worth living. Email Password

SPONSORS

BANDITS

JOIN

WRONG VISION WRONG DESIGN WRONG CONCEPT

Weve created a movement. Now lets offer our followers something to flaunt. From the Wrong Gear website, users may upload a photo and add gnarly grunge effects. The photo is tagged with the Wrong Gear logo and sized to fit in the Facebook Cover. After saving the pic, they can upload it to their Facebook page. Bam!

the you tube page

This is where we will host Wrong Gear videos. Videos of our riders, videos of us tagging, videos of us just being plain Wrong. Oh ya, and by linking to YouTube, we help increase natural search a bit.

bandits pandora

Every shredder needs an epic playlist to shred to. We offer a Bandit playlist through Pandora.

mad swag

The search
or c i n ga
There are tons of boarders on the mountain. Some are epic shredders, some are shoobies (aka tourists). Only problem is, with so many people on the mountain, its difficult to stand out. As a boarder, if you cant be seen you dont get a sponsorship. Same goes for search. Wed like to consider ourselves epic shredders when it comes to our product. So heres what we propose in order to enhance our visibility. Adding a Community Page Use Social Media & Build Back Links

Meta Description Tags

Improve Content

Adding a Footer

Incorporate Google Analytics

The search
pai d
To enhance our brand through paid search, we will purchase some of the following top keywords and run a campaign for 60 days at the opening of snowboard season. We chose these keywords based on the search process for new purchases. By doing so, we are capturing our audience during their information gathering phase. This particular campaign will generate an estimated 727 clicks throughout the 60 day period. Our goal is to convert 15% of visitors, resulting in $3,270 of sales.
Discount Snowboard Gear www.wronggear.com/shop Save 50% off now on select snowboard gear Shop Wronggear www.wronggear.com/shop Browse apparel, boards, accessories, and more
Warrior Masks www.wronggear.com/products Functional, warm, removable masks starting at 23.97 Become a Bandit www.wronggear.com/community Snowboarding lifestyle, events, and gear

Convert 15% of PPC visitors, which will generate an ROI of 445%.

goal

1.

days

60 x

daily budget

$10

= $600

campaign budget

12 x 2. est. daily
clicks

days

60

est. campaign clicks

727

3. 727

est. campaign clicks

x 15%

conversion goal

converted visitors

109

4.

converted visitors

109 x

avg. cost per mask

$30

= $3,270
sales from PPC

the board