K-Swiss is launching a series of national television spots featuring Kenny Powers, the fictional character played by Danny McBride in HBO'S
hit series Eastbound & Down. The irreverent campaign will break nationally on
August 2, 2010 with national television spots, in-theatre spots, print
media, digital/interactive campaigns and outdoor (OOH) and will lead in
to the return of the critically-acclaimed series, which will debut on
Sunday, September 26th.
K-Swiss said the campaign pits Powers, a slightly delusional ex-professional baseball player who still summons personal illusions of grandeur, against renowned athletes including Jeremy Shockey of the New Orleans Saints, Patrick Willis of the San Francisco 49ers, and Urijah Faber, the MMA Fighter and WEC Champion known as The California Kid. In small acts of comic genius in which Powers demonstrates glaring bravado, each iteration of the campaign touts the shoes' virtues in an effective, but playful way.
“We wanted to deliver unfiltered straight talk about how awesome TUBES are. Who better to do that than Kenny Powers?” said David Nichols, executive vice-president of K-SWISS. “This approach is attention grabbing – progressive, creative and playful, which is our marketing mantra.”
Designed in partnership with Los Angeles-based 72andSunny, the campaign will target the younger male demographic in a broad variety of media touch points. The campaign roll out includes: billboards in Times Square and Venice Beach; a campaign micro-site with exclusive content; and NYC subway posters and bi-coastal wild postings with some featuring a 1-888 number where callers can phone-in and hear an inspirational message from Powers.
Spots will also appear on ESPN and Comedy Central as well as in movie theaters nationwide. Additional touch points include a focused print media buy including ESPN Magazine, rich banners as well as Facebook Reach Block and a Facebook App called 'Workout Wingman' where Powers will take over your Facebook page while you're at the gym training.