My kid has some new clothes from Target that bear the Shaun White brand (thanks to his Mom. He’d be naked if I had to clothes shop for him). I’m fascinated by the tag. There’s so much to it.
First, Shaun has put himself into a brand expansion by dressing 4 year olds in skateboarder clothes. Second, the art of the label is great and whimsical, and gives equal love to Shaun and Target, telling us that Shaun is involved, but Target did the heavy lifting. Third, and this is the coolest part: It’s a sticker!
So, the kid gets a shirt (pretty cool flannel-ish skateboarder buttondown). Dad stole the sticker. I can put it on my laptop or whatever. I can put it anywhere. It’s a “share” tool built into something typical like a tag for a shirt.
Yes, I realize that this is very low tech, but I see many things in this move:
- Brand expansion for Shaun.
- Partnering by Target.
- Sharing by Shaun/Target.
These are all things I think 2010 will see more of, and this little example poses a microcosm of them all summed up. If you packaged your own marketing efforts so cleverly, social media or otherwise, what would you get for results? I’m thinking you’ll get a bagful of awesome.
What say you?
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