Fila Inc. is launching an online modeling contest as part of a new branding campaign dubbed “How do you Fila?”
The campaign commenced on November 3rd with the launch of an online
model contest. The contest requires entrants to submit a photograph of
themselves wearing Fila product along with a related caption that
describes how they “Fila” in the image. The finalists will be
determined by the publics rating based on the originality of
composition, how well the entrants photograph visually embodies his or
her “How Do You Fila?” descriptive caption, prominence of the Fila
logos, photogenic beauty of entrant & photograph clarity and
quality. The public can log on to www.howdoyoufila.com to vote on
contestants' submissions.
Four winners will be selected by Fila from the finalists & each
winner will be flown with a guest to Baltimore, Maryland to participate
in Filas Spring 2008 advertising photo shoot. The winners will be
compensated $1000 each for their day of modeling.
“We have such a diverse base of consumers. Instead of us dictating to
them how we would like to be perceived,” said Carolyn Holliday,
E-Marketing Manager for Fila. “We see a much greater value in letting
the people who really define our successes and business, our consumers,
show us what we mean to them. “How Do You Fila?” is our attempt to
engage with these consumers on an individual basis. This campaign is
about real people having real experiences. “
Fila is planning on using the images of the winners and their
personalized “How Do You Fila?” descriptors in its 2008 marketing
creative, which may include on-line and print advertising as well as
collateral and inclusion on fila.com. The “How Do You Fila?” campaign
will incorporate Filas athletes, various celebrities and real people.
No professional models will be included.
