Crocs is taking a dip in the water.
Today, the company launched a new online experience that allows fans globally to style their own fashion show that takes place (virtually) on a water slide.
The Crocs Funway Runway is part of the company’s #FindYourFun campaign, which launched in April and is available in the U.S., U.K., Germany, Japan, China and South Korea. It’s meant to encourage consumers to #FindYourFun through novel imagery featuring Crocs’ now-iconic clog. Users can experience the Crocs Funway Runway through Crocs.com/funway.
The experience was built on Twitter and lets people style their own water-slide fashion show by choosing a model, outfit, Crocs shoe and music track. Once selections are made, the user gets a 30-second video of their model splashing down a water slide, which they can then share on Facebook and Twitter. There are 135 different combinations, featuring everything from a samba-dancing model in clogs to a cowboy in loafers.
The new campaign leverages the brand’s catchphrase, #FindYour Fun, to build momentum on social media.
In addition to the Crocs Funway Runway, the campaign is coming to life on TV, digital, and social media channels through the remainder of the year.
The campaign, created by McKinney, is the largest marketing investment in the brand’s 12-year history.