CLIENT: Weber Shandwick
PROJECT: LL Bean's 100th Anniversary Bootmobile Launch Tour
OBJECTIVE: To raise awareness for the 100th anniversary of LL Bean and launch the Bootmobile as the mobile icon of the brand!
TARGET: Press and general public.
EVENT/PROMOTION/STRATEGY: The launch was executed through two unified efforts. The first was to introduce the Bootmobile at the LL corporate headquarters for LL Bean staff. The second was to bring the Bootmobile to the general public. The amazing vehicle traveled from Maine to New York City for the Bootmobile takes Manhattan Tour. The Bootmobile traveled around NYC, appeared on the Fox and Friends morning show and then served as a backdrop for media interviews and sampling in Times Square. Video and photos were captured as the boot traveled through the city.
MARKETS: Freeport, Maine & New York City
RESULTS: LL Bean received mass media attention, featured online and in a multitude of articles, as well as social media outlets such as Facebook, Twitter and YouTube.