Diesel, the fashion brand, is to run a tongue-in-cheek swipe at
multinationals in launching its latest spring/summer collection
online.
Visitors to sponsoredbydiesel.com are welcomed to 'Happy Valley' by
brand mascot Donald Diesel, who takes them on an interactive site tour.
On the homepage, Donald asks visitors to choose an emotion, which then
reveals itself to be 'sponsored by Diesel'.
Users can also earn 'Diesel dollars', which can be spent on
Donald-branded interactive goods, such as screensavers, T-shirt prints
and MP3s.
One game on the site asks users to defend Donald's tasty burgers from
the Happy Anarchists, who want to paintball his cafe. Players can swipe
the anarchists with Happy Bats while tuning into jingles from the site's
Happy Player.
Developed by Diesel's marketing agency, EHS Brann, the campaign replaces
Diesel's autumn/winter 'Stay young forever' promotion, which the agency
claims drew about 2.5 million visitors over six months.
A non-branded campaign called 'now sponsored by' ran last month, letting
users click through to nowsponsoredby.com to download viral games.
Diesel folded its UK e-commerce offering last May, citing an inability
to keep up with demand and plans for a global hub for its clothes.
However, it will continue to focus its online spend this year on
marketing.
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