- Brandweek, Monday, February 22, 2010 10:49 AM
New Balance is releasing an original 15- to 30-second film
on the Web every day for a year that explores the theme of balance and is intended to entertain
consumers rather than hit them over the head with a brand message, Todd Wasserman reports.
Banner ads, and possibly print, will support the effort. The company has also released
an iPhone app that features an alarm clock that plays a different sound each day.
"Our intent is to engage the consumer," says Steve Gardner, strategic business unit
manager for New Balance's Lifestyle category. "Consumers are looking for something that excites them."
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