Plan B® Advertising "Wears Out" NY Model With Innovative Twist on Popular Website
Online, March 15, 2010 (Newswire.com) - Chicago, IL - Chicago-based advertising agency Plan B® [The Agency Alternative]SM turned the popular website SheWearsYourTee.com inside-out today with a creative twist expected to garner plenty of online buzz.
SheWearsYourTee.com is a website created by New York fashion model, Tanaya, whose unique online service has been receiving a lot of publicity. Each day, Tanaya models a different tee shirt on her website featuring a logo and/or message from that day's sponsoring company or cause. Today, Tanaya is wearing a Plan B tee shirt.
To maximize exposure, however, the agency took the concept a step further, closing the loop with a cross-promotional stunt designed to drive web traffic, while having a little fun in the process. The blog post beneath Tanaya's photo on shewearsyourtee.com identifies the day's sponsor as the advertising agency, and then encourages visitors to check out the Plan B website (thisisplanb.com) for a playful surprise.
Clicking through, visitors can see Plan B employees on live webchat cameras modeling tee shirts that bear Tanaya's logo. Clay Cooper, Partner and Director of Client Services at Plan B described the idea.
"We really appreciated the novelty of Tanaya's website - it's an ambitious and creative endeavor, and it's been getting a lot of great press. So we loved the idea of having her don one of our tees. But being a creative agency, we definitely wanted to challenge ourselves to do something different with it. We saw a lot of boilerplate copy underneath the other pictures on the site and thought, hey, that's an opportunity."
Plan B's strategy was to customize the blog entry text featured below the photo of Tanaya, encouraging people to visit the agency's website, thisisplanb.com.
"By wearing Tanaya's shirts, we were essentially giving visitors a reason to click through," said Cooper. "We couldn't just tell people to come check us out. We wanted there to be a real curiosity, so we incorporated what we think is a real cool function of our homepage...our live video webchat, which we originally implemented to illustrate our unconventional on-demand service model."
SheWearsYourTee.com bills itself as a cost-effective way to gain exposure by investing in an inexpensive, yet professional photo shoot with a fashion model who will promote your brand for a day. A wide variety of companies, including Vimeo, Groupon, Element Six, and Adidas, have been featured on the site this year.
Says Cooper, "Plan B is an on-demand creative agency, and to prove it we have our people on live webchat all day, every day. For March 15th, we decided to put them in Tanaya tee shirts and return the favor. And of course we'll be posting and tweeting about it, too. This is a socially integrated, interactive cross-promotion in real-time."
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Plan B, Inc. is a next-generation marketing firm servicing both the consumer and business-to-business markets. Plan B's unique operating model is built around a "Tradition and Technology in Balance" platform - designed to deliver truly integrated strategy and creative, across both traditional and new technology-driven media marketing programs.
Some of Plan B's clients include Volvo of North America, Wilson Tennis, and Paper Mate.