What do an ocean adventurer, a theater producer and two eco designers have in common? First, they’re all fans of Rockport, and second, they’re all stars of the brand’s spring ad campaign, called “Choose to Walk,” which highlights inspiring individuals following unique paths. The campaign features Celine Cousteau (granddaughter of the famed oceanographer), Marc Falato (producer of the Broadway hit “Spring Awakening”), and Matthew Berman and Andrew Kotchen (whose New Orleans building project has been backed by Brad Pitt). Rockport’s marketing manager, Michael Mahoney, told MediaBank the company cast a wide net to find its stars but was very particular about its choices. “We wanted to find people who genuinely were our customers,” he said. “We were looking for people who felt like this was a great thing to be part of, and not people who were just looking to be in an ad campaign.” In addition to print ads that appear this month in Fast Company, Women’s Health, Marie Claire, Outside and Esquire, the campaign includes in-store events tailored to each of the stars, such as contests for “Spring Awakening” tickets and screenings of Cousteau’s documentary films. “Choose to Walk” was developed by Boston-based agency Hill Holliday under the direction of Rockport’s Dani Tschuemperlin.
A Brave Endeavor
Team sponsorships aren’t new — almost every local car dealership has a little-league team — but this spring, New Balance is taking it a step further with Season in the Balance, an online documentary series. As part of the program, New Balance has adopted the Canandaigua Academy Braves boys’ lacrosse team from upstate New York and will track its success on SeasonintheBalance.com. The site launches March 16 and will be updated with 10 weekly Web-isodes, as well as blogs and a link to SITB’s Facebook page and Twitter feed. The nationally ranked Braves team was chosen from a large pool of applicants from across the country and will receive roughly $60,000 worth of New Balance and Brine lacrosse gear as part of the deal. “In telling their story, New Balance has a unique opportunity to transmit our own excitement and devotion to the great sport of lacrosse,” Lauren Ostrom, the company’s integrated marketing associate, said in a statement.
The Nielsen Co. has been the dominant TV ratings agent for more than 50 years, but the firm has taken some fire for its limited scope: tracking only real-time viewership, despite the fact that more people are watching shows online or with DVRs. But last month Nielsen started to remedy the problem, releasing data for streaming video on the Websites for ABC, CBS, The CW, Fox and NBC. Among the top shows during December were “Lost” with 1.4 million unique viewers, “Saturday Night Live” with 1.1 million viewers, “Grey’s Anatomy” with 879,000 viewers, “Desperate Housewives” with 723,000 and “Heroes” with 685,000. Interestingly, most of those shows were on break during the majority of December, and “Lost” hadn’t even started its new season.