I recently was on the social media Snapchat browsing
everyone’s stories and saw that Dr. Martens were holding a launch campaign in
the afternoon at their London store in Carnaby Street, to showcase their new design
of the shoes that were Adventure Time themed.
Dr. Martens have teamed up with Cartoon Network to create a
new design for the shoes which involve the characters from the show, Adventure
Time. Adventure time is a cartoon that involves the crazy adventures of a human
named Finn and his talking dog Jake. The cartoon is very popular between among both children
and adults. McDonald’s have also recently teamed up with Cartoon network and
are including Adventure time toys in their product, Happy Meals. A couple of
the new designs for the Adventure Time range can be seen below;
I found out about this collaboration through Dr. Martens Snapchat story where they shared photographs of what was happening at their
Carnaby Street store to try and appeal their new shoes to a younger audience.
Dr. Martens allowed customers to come and meet the characters of Adventure Time
and get a photograph, taste some ‘Adventure Time’ candyfloss, and most
important come and have a look at the shoes that Dr. Martens made for this cartoon.
In the shop there is a section dedicated to these shoes surrounded by bright
colours and cardboard cut outs of the characters to attract the customer over
(as well as being in the window of the shop to catch the eye of
customers passing by). By using these
techniques to grab the attention of children (and potentially adults who are
fans of the show) they are providing them with an experience with the
product to create a relationship with the customer before the product is sold.
This brand experience will create a happy customer as they have used an experience
that will hopefully create a memory and every time they either
see Dr. Marten products of adventure time, they will be reminded of this
experience.
A few weeks before this, Dr. Martens also held a “Dr. Martens X Adventure Time Bounce Mob”
where 100 fans stopped by dressing up as Finn the Human (wearing Dr. Martens on
their feet as well) hopping down Carnaby Street on Jake the Dog space-hoppers.
Which was all done to show off their new range of Adventure Time shoes. It
looks a bit mental, and people passing by all tweeted and shared photographs
and videos on their social media sharing this experience, which is a great way
of free advertisement for Dr. Martens!
By teaming up with cartoon network it opens up Dr. Martens target
audience, as these bright shoes containing cartoon characters will appeal more
to younger children, which could have been done due to seeing a gap in their
audience and thinking that they need to create a product that will attract more
of a younger audience.
In my opinion, I think it is a great way to advertise their
new products through creating an experience to attract to the target audience.
Maybe Dr. Martens could create a pop–up travelling shop that travels across
the UK that brought this experience to places that do not have a Dr. Martens shop
so more people are able to hear about these products.
