mediumbold Consumer Portfolio

Keds Be Cool

2006 Webby Award Official Honoree

Keds knows a thing or two about classic, casual style. In fact, the term "sneakers" was first coined by the company in 1916. The shoes have never gone out of style, but keeping the brand up-to-date requires tapping into each generation's style icons to help redefine what's fashionable. Enter Mischa Barton, star of The OC and the "coolest girl in Hollywood." The actress signed on to help Keds connect with a young, celebrity-savvy audience, demonstrating her unique sense of style by pairing classic Keds styles with vintage and modern pieces.

mediumbold’s marketing site for the Mischa Barton "Be Cool" campaign provides a behind the scenes peek at the Mischa photo shoot, a preview of the new fall styles, and interactive features that explore "what's cool." Video, audio, and lots of Flash combine to create a completely immersive brand experience.

Upon launch in Fall of 2005, the microsite generated a 300% increase in traffic over a previous version with much of the traffic coming from viral buzz created by Mischa fans. Subsequent seasons saw additional double digit increases and the volume of click-through sales has sky-rocketed. The microsite has been well-featured in the internet marketing and design press and has been lauded as a gold standard in how to reach the youth market without pandering. Recognition to date includes a Webby Award, a Macromedia Site of the Day award, and a feature article in Communication Arts’ online publication.

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