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. mediapost.com. Retrived September 15, 2009, from