Brandcasterz appoints agency:2 to create experiential social media campaign for The North Face®

May 26, 2011 - PRLog -- The Zipper Act 2011 campaign will unite people from nine cities (London, Berlin, Birmingham, Bristol, Glasgow, Milan, Stockholm, Leipzig and Copenhagen) across Europe with one single act: signalling the start of an outdoors adventure by zipping up your The North Face® jacket.

The Zipper Act was conceived by Brandcasterz, a Paris-based agency which leads several operations through Europe for The North Face®. The French agency has chosen agency:2 as a strong partner for its social media expertise.

agency:2’s strategy for the London Zipper Act campaign will combine experiential activity in-store with social media activity.  For four weeks (16 May – 12 June), user-generated photos of people doing the Zipper Act will enter a “Like” contest on The North Face® store’s official Facebook Page - http://www.facebook.com/thenorthfacestorelondoncarnaby

During the campaign, customers in The North Face® store on Carnaby Street will have the chance to have their Zipper Act photos uploaded to Facebook from a professional in-store studio.  These photographs will be entered into a draw to win the grand prize: a trip for two to the French Alps.

The immediate aim of the agency:2 campaign has been to drive footfall into The North Face® store. agency:2 have been partnering with London-based sports and activity centres to engage with their audiences through their social media channels. agency:2 have also used its brand ambassador network, Brandvocacy, to connect with prominent London-based influencers who are passionate about outdoor sports and keeping fit.

In the longer term, agency:2 will establish a social media profile and grow a London-based community, both from scratch, which will then be handed over to the store to manage once the campaign is complete.  This will provide The North Face® with a targeted, local audience for future campaigns.

Joel Davis, founder and Director of agency:2, commented:

“Working on The North Face® Zipper Act campaign has been a great opportunity to highlight the power of social networking sites at driving footfall and offline sales as well as generating online buzz. The North Face® is a fantastic outdoor global brand with a receptive audience. We have been able to demonstrate a real connection between The North Face® and their passionate audience who are keen adventurers.”

This is agency:2's first appointment by Brandcasterz and joins agency:2's growing list of clients which already includes other global brands such as Mars, TK Maxx, Kelkoo, Disney and HP.

For more information, contact Blaine Pike at blaine@agency2.co.uk  or 0207 775 5608

About agency:2
Lead by founder and Director Joel Davis agency:2 was the UK’s first social & search media agency. Founded in 2007, it has established itself as a truly global social media agency, leading an array of international clients – including HP, Kelkoo, Mega Bus, Park Plaza, Disney and Microsoft – into the social media arena.  agency:2 are a full service social media agency, offering social media consultancy, monitoring, campaign and platform development, community management and social advertising services in order to maximise ROI for their clients.

Websites
www.agency2.co.uk
www.twitter.com/agency2

About Brandvocacy
Brandvocacy is a division of agency:2 and was set up in 2007.  Brandvocacy is an innovative solution to online word of mouth messaging. The Brandvocacy platform consists of a vast network of Brand Ambassadors who are made up of key online influencers across every field.  

Website
www.brandvocacy.org

About The North Face®
The North Face®, a division of VF Outdoor, Inc., was founded in 1968. Headquartered in San Leandro, California, the company offers the most technically advanced products in the market to accomplished climbers, mountaineers, snow-sport athletes, endurance athletes, and explorers. The company's products are sold in specialty mountaineering, backpacking, running, and snow-sport retailers, premium-sporting goods retailers and major outdoor specialty retail chains. Additional information about The North Face® can be found on the company's website.

Website
www.thenorthface.com