This week, the athletic shoe brand K•SWISS is announcing a partnership with Kenny Powers of the HBO show Eastbound & Down for a campaign to promote their new TUBES line of training footwear. And the best part is, they’re using Microsoft Tags to do it.
The fictional Jheri curled former baseball star, played hilariously by Danny McBride, will be the newest face of the shoe brand, having anointed himself CEO in a “hostile company takeover.” And he aims to make some big changes to the sports world. Namely, to change it “from being ‘so safe and lame ass’ to ‘being more gonzo’ by any means necessary.”
The campaign’s advertisements feature McBride as Powers, adorned in a shirt boasting, “I’m the CEO. You shut up,” as well as custom Microsoft Tags (featuring Powers’ face, of course) with the instructions to “Shut up and scan this.” When scanned, the Tags whisk fans to the campaign’s robust digital assets that amusingly instruct readers to “Finger yourself to greatness.” Or, uh, to swipe to the next page, that is.
On their way to buy some new pairs of TUBES, fans and athletes alike can head to Foot Locker between July 15 and August 15 to scan exclusive Tags that will enter them into a sweepstakes to win huge prizes, such as one of the three grand prize packages of a year’s worth of K•SWISS gear. The Tags also unlock more Kenny Powers multimedia than you can shake a smart phone at, such as ringtones, videos, a soundboard, and a digital shoe tour of TUBES.
Despite the jocular nature of the ads, the campaign got some very serious respect from at the Webby Awards; it was nominated for the category of Comedy: Individual Short or Episode.
Not only supporting Microsoft Tag and the K•SWISS brand, all the activations that result from the campaign will lead up to the release of season 2 of Eastbound & Down on DVD, BluRay, and digital download on August 2, 2011.
For more information on the campaign you can read up on the press release and be sure to check out one of the ads featuring Tag.
What do you think of Kenny Powers as the K•SWISS CEO? Let us know in the comments below or on Facebook or Twitter.