• by Fern Siegel , August 15, 2024

Digitas has created a fun way for Crocs fans to interact with the brand.

The agency constructed a digital playground, Crocs Mad Lab, for the footwear company. It gives users an opportunity to engage in a virtual experience with Crocs while showcasing their own creativity.

On the new platform, fans can produce and share personalized Bbitz, AI-generated charms based on the Jibbitz, shoe charms customers buy to accessorize their Crocs.

Accessible via the Crocs site, it is another way for people to engage with the brand.

Digitas and Publicis Media Content partnered on the project.

To produce a Bbitz, users first answer a series of interactive questions. Design skill isn't necessary, just a desire to participate in a process that marries fashion to tech.

“At Crocs, pairing personalization with digital-first ideas is inherent to our brand,” said Feliz Papich, vice president, digital product management and consumer dxperience at Crocs. “Through Crocs Mad Lab, our first-of-its-kind digital hub, we're completely redefining how fans express themselves.”

Crocs’ fans have various opportunities at Mad Lab, from earning badges for participation to sharing their Bbitz on social media. Challenge winners can earn prizes, including Crocs Mad Lab digital exclusives, discounts and limited-edition Crocs products.

Atit Shah, Digitas' chief creative officer, called the Crocs Mad Lab a “communal canvas. In Croc Nation, among the true fans, there is a magic moment when your style, personal Jibbitz and vibe just click.”