Crocs on June 23 held a press event in New York City to promote its Funway Runway configurator, a social experience built on Twitter that allows fans of the brand to make a personalized fashion video and then share it with friends on social media. Consumers use the configurator to choose a model, their outfit, their shoes and a song. Then the configurator mashes it all together in a video that sends the model flying down a five-story waterslide with a splashdown at the end. The Funway Runway experience builds on #findyourfun, the brand’s first global integrated marketing campaign, which launched in March.
The event brought the Funway Runway configurator to life for more than 100 fashion and mommy bloggers, fashion editors and lifestyle media. Models at the event wore the same outfits and shoes as those in the video, including a mermaid, scuba diver, hula dancer and cowboy. Video screens set up around the rooftop venue, complete with a pool, showed the Crocs Funway videos. Members of the synchronized swimming group The Aqualillies, performed in the pool wearing Crocs as part of their routine. Actress Bella Thorne attended wearing Crocs Sexi Flip style.
“Crocs is all about the fun of being a little bit different, which spurred the idea of the Funway Runway as a way to experience fashion,” says Katy Michael, vp-global communications at Crocs. “The whole joy of it is being able to share it with your friends.”
And the fans are feeling the joy. Within three days of its launch, the configurator achieved 43,000 visits. Agency: McKinney, Durham, NC and New York City.