MyMediaMusings

According to AdAge the love-em or hate-em shoes of decade, Crocs, is launching its own sponsored travel site called Cities by Foot:

“a new travel-guide website unveiled today that provides high-definition video presentations of local shops and restaurants in different cities, devised by entertainment and marketing agency Red Robot for its client, footwear maker Crocs.”

A few interesting notes about this effort.  First, Red Robot had to go out and do the entire presentation out of pocket before Crocs would get involved.  Second, it turned out to be a lot less expensive than Crocs initially feared:

“And footing the bill for this is not as great a sacrifice as it sounds. Mr. Flanagan said that for the price of two 30-second TV ads, nearly 80 videos were shot and the website was constructed.”

There are all sorts of benefits to Crocs for this type of effort and it certainly could do a lot more for them than a 30-second spot or two if they are able to keep the site vibrant and full of new material.

The question will be whether or not Crocs and Red Robot can sustain the kind of effort required to put a travel site on the map and keep it there.