BRIGHTON, England - April 15th, 2008-iCrossing (, a global digital marketing company, today launches a connected digital campaign for iconic shoe brand Kickers, as part of its integrated online and offline ‘MeetTheKickers’ campaign (

The digital campaign combines the key elements of paid search, social search and a Microsite, which will act as both the campaign hub for the six-figure experiential Kickers initiative, and deliver the engagement that Kickers desires to evolve its digital strategy and ecommerce push.

The ‘MeetTheKickers’ campaign focuses on 12 university campus sites around the UK, including London, Brighton and Leeds. It is designed to encourage students, and others, to interact with a large number of Kickers legs cut-outs, which will be positioned around each of the campuses. Participants will be asked to photograph the legs in weird and wonderful places, and then upload photos to to enter a competition with prizes that include festival tickets and other Kickers goodies.

iCrossing has designed and built the creative microsite hub to act as the ‘digital glue’ for all activity on the campaign, engaging the customer and providing a compelling and relevant focal point. This has been facilitated through functionality such as photo upload, comment and share facilities.

The supporting paid search and social search ‘signposting’ activity will point traffic from all relevant terms and Facebook groups back to the microsite. This will broaden the campaign’s reach to non-students, who can take part by downloading a set of printable cut-out legs and then submitting competition entries online.

The campaign will deliver greater visibility and digital presence for the Kickers brand with detailed data on digital campaign results that can be measured in terms of ROI.

Simon Jobson, Marketing Director at Kickers, commented: “The microsite and supporting digital elements of ‘MeetTheKickers’ is the centre point for the entire campaign. The iCrossing team have worked tirelessly to deliver a highly evolved strategy that intersects brand, consumer and media in a compelling and relevant manner.”

Julian Ireland, Client Partner at iCrossing commented: “Our 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.”

About iCrossing
iCrossing, formerly known as Spannerworks in the UK, is a global digital marketing company that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class marketing services – including paid and natural search marketing, user experience and web development, social media, content and media, research and analytics - to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing clients include world-class brands such as The Coca Cola company, HBOS, TUI and Virgin. Headquartered in Scottsdale, Arizona, the company has 620 employees in 15 offices in the U.S. and Europe.
Find out more at or contact us on +44 (0)1273 828100 or

UK Media Contacts
Lloyd Gofton
Liberate Media
07919 353484

Charlotte Cumming
01273 828137

Published on: 12:00AM on 15th April 2008