Digital elements handled by iCrossing include paid search, social search and a microsite, which will act as the campaign hub for the broader Kickers initiative, as the brand aims to evolve its digital strategy, including ecommerce.
The ‘MeetTheKickers' campaign focuses on 12 university campus sites around the UK, including London, Brighton and Leeds.
Students will be encouraged to interact with numerous Kickers legs cut-outs, which will be positioned around each campus.
Participants will be asked to photograph the legs in eccentric places, and upload photos to to enter a competition with prizes including festival tickets and Kickers-branded gifts.
Supporting paid search and social search activity will point traffic from all relevant terms and groups back to the microsite, aiming to reach non-students, who can take part by downloading a set of printable cut-out legs and entering the competition online.
The digital campaign has been created to deliver greater online visibility for the Kickers brand.
Simon Jobson, marketing director at Kickers, said: "The microsite and supporting digital elements of ‘MeetTheKickers' are the centre point for the entire campaign."
Julian Ireland, client partner at iCrossing, commented: "[The] work with Kickers has required a truly connected approach both inside and outside of the digital realm.
"To achieve this, we first focused on profiling the digital natives and essential influencers that can make or break a brand, and then created the building blocks to allow these consumers to permissively engage with Kickers and its values."
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