To get in front of the young, city-dwelling customer—the target for its Timberland Mountain Athletics line and pinnacle-green Earthkeepers styles—Timberland is incorporating mobile media, TV, online and out-of-doors applications for fall.
On the mobile front, the brand partnered with PR firm Mullen’s Mediahub and Ansible Mobile to create an application called “Expedition Timberland” that features both the TMA and Earthkeepers lines while giving guides to hiking trails, walks and other outdoor activities in New York, L.A., Chicago, Boston, Denver and Minneapolis. The iPhone version of Expedition Timberland is available now, and a Blackberry version will launch on Sept. 21.
On the television front, a new spot called “Bait,” promoting TMA, will begin airing in the U.K., Italy and stateside (focusing on the Denver, Boston and Minneapolis markets) this month. The campaign will be supported online, with sponsorships on Hulu and customizable Pandora radio stations, and externally, using guerrilla marketing techniques in select locales.
Jim Davey, VP of Global Marketing for Timberland, said in a release, “This combination of social and digital media, combined with innovative advertising and public relations, creates a meaningful conversation with our young consumers and demonstrates Timberland’s commitment to integrated marketing around the world.”