Thursday, September 17, 2009

Integrated marketing comes of age.


As a long-time advocate of integrated marketing, I have eagerly awaited the time when advertisers would fully embrace the philosophy. That time has come. Timberland announced this week that their new campaign, targeting young city dwellers, would include the following media:
• Mobile iPhone and Blackberry applications and games
• Interactive billboards
• Branded videos and commercials on Hulu
• Customizable Pandora radio stations
• Reverse sidewalk graffiti
• “Station domination” out-of-home advertising
• In-store promotions and retail windows
• Public relations targeting blogs and magazines

The campaign will run in select markets in the U.S., Italy and the UK.

I am particularly intrigued by “Expedition Timberland”, the mobile phone app. It is designed to guide users to local hiking trails, neighborhood walks, secret spots for relaxing and the best city views. The plan is to update it seasonally throughout the year.

For gamers they designed “Timberland Trail”, a game that invites players to select the appropriate Timberland gear in order to overcome various obstacles. (Irwin, 2009)

What do you think? Does either tickle your fancy? Do you use mobile apps now? What kinds? Are you a gamer? Would you play this one?

Irwin, T. (2009, September 14). Timberland Launches TV Ads, Mobile Apps. Retrived September 15, 2009, from


  1. This is really interesting. I think Timberland is very smart for integrating today's technologies into their products. Old fashioned advertising and marketing just doesn't work for today's youth and young adults. I think the idea for the "Expedition Timberland" is really cool. I have a Blackberry, so I don't have applications like the iPhone does. However, I think that is a great idea. I would really like it if someone told me cool places to go in New York City that I never knew about. Although, I would really just like that application, it most likely wouldn't prompt me to go buy Timberland products. I do not really play games so the game does not sound all that appealing to me. Maybe it is better for males? Which is usually the target market for Timberland consumers. Overall, I think it is a good plan to bring in multi media technologies. I'm interested to see how this will turn out.

  2. I think it’s a Great Idea and the selection of media they have chosen is excellent for their target demographic. There are however a few concerns. Firstly, I’m not sure how a customizable Pandora radio station would work; all Pandora stations are already fully personalized. The Mobile Phone application also sounds cool, but in implementation risks irrelevancy, as I’m sure there are other competing applications, and if the Timberland application is not as good, who would bother downloading the app? The same goes for the “Timberland Trail” game, it would be competing with thousands of other free games I’m not sure any “gamers” would willingly spend time playing with an add, the game would have to be really fun.
    Negativity aside, I think with the media they have chosen coupled with a similarly “cool” message this will certainly be an effective campaign.