PR Stunts: Steve & Barry’s Hypes New Launch With Laird Hamilton Paddle Surfing Promo
As a way to reach active male consumers and launch Wonderwall a new collection of surf and skate apparel inspired by big wave surfer Laird Hamilton retailer Steve & Barry’s had Hamilton paddle surfing around the Statue of Liberty in a media blitz that also hit Malibu beach. In-store autograph signings in Maui and San Diego a viral contest and an online sweepstakes also support the launch.
New York-based Steve & Barry’s is a casual apparel retailer that operates 264 stores around the country and offers merchandise at low prices for men women and children. The 165-item Wonderwall collection will be sold exclusively at Steve & Barry’s with items at $9.98 or less.
To promote the line Hamilton clad in Wonderwall apparel in May stood on a surfboard and paddled to a beach party held for local and national media including “Access Hollywood ” “Nightline” and Sports Illustrated on Los Angeles’ Malibu beach. On May 15 he surfed to a media event around the Statue of Liberty that was followed that evening by a screening of “Path of Purpose ” a 30-minute documentary that chronicles his 500-mile trek across the Hawaiian Islands to raise awareness of autism. The screening supported Talk About Curing Autism (TACA) an organization that supports families affected by the condition.
As part of a viral campaign Steve & Barry’s shot a documentary about Hamilton’s life which is airing on YouTube and surfing websites. In a viral contest musicians can write and upload 90-second original tunes at sonicbid.com. The winning music to be chosen by Hamilton in August will serve as a Wonderwall theme song and run behind footage of him surfing on plasma TVs in Steve & Barry’s stores. Consumers also can enter an online sweepstakes at thisiswonderwall.com to win a trip to Maui.
“We’re not a traditional advertiser ” Howard Schacter chief partnership officer at Steve & Barry’s told Buzz. “So for us events viral programming and p.r. is vital to building awareness and trial of our products. Events are vital to building awareness.”