The “Stars and Strips Campaign” is based on the L.A. Surfer clothing line. It is a photo contest that will earn participants free Hurley merchandise.
Color Scheme for Campaign:
In order to let the clothing line stand out, the color scheme has been kept at a minimum. Black, white and gray will be used for primary colors. If needed dark red may be used as a secondary color.
Typeface for Campaign:
- Gill Sans (Print and Web)
The goals of the campaign are:
- To promote the L.A. Surfer board shorts, tees and other related apparel.
- Attract new Instagram followers
- Brand Evangelism: Get Hurley’s Instagram followers to participate and post photos of themselves in their Hurley gear (t-shirts, board shorts, surf boards, bikinis, etc.)
The campaign guides are:
- The contest will last all Fourth of July weekend, from Friday July 3rd and ending Sunday July 5th, 2015.
- Followers must post photos of themselves in their
Hurley gear, and show their “stripes”.
- Photos must include Hurley apparel and a Fourth of July activity, such as hanging out by the pool, at the beach, grilling or watching fireworks.
- Photos will be chosen to win free Hurley items ranging anywhere from stickers to board shorts.
The campaign will be promoted on the hurley.com home page.
Magazine ads and promotional banners for the campaing will be placed in various surf magazines and websites.
A mobile website was created because of the desire to keep the audience's attention. Once they have uploaded their stars 'n' stripes photo to Instagram they can easily access the mobile website using the same device.
