More and more the key for success with iconic brands is knowing when to pivot in the digital space. It is certainly not an easy call. An overreaction to social media buzz becomes distracting; a move too late and with the wrong medium can be costly and ineffective. Finding the right mix at the right time take a little luck, some great listening skills and a great leap of faith. Take Timex for example, and how they recently took a well-timed move into digital engagement, not an easy thing for the iconic brand of John Cameron Swayze fame for those of a certain age.
To spark conversation and to encourage moments of personal exploration and discovery, Timex is inviting outdoor enthusiasts to create and share original and engaging content on Instagram. Throughout the campaign, consumers will be encouraged to share their own everyday adventure photos on social media with #MyExpedition Contest for a chance to win a once-in-a-lifetime expedition to one of seven possible locations.
To further celebrate this adventurous spirit, Timex challenged influential videographer Devin Supertramp and Frisbee Trick Shot extraordinaire Brodie Smith to embark on their ultimate adventure, while capturing thrilling content in a stunning visual setting.
The investment and collaboration paid off well to date. Brodie’s #MyExpedition video earned #1 honors on ESPN SportsCenter’s Top 10, edging out Steph Curry’s 65-foot three-pointer last week during the NBA Playoffs. Moreover, the full-length (three minute) video has already reached over 1 MM views and has helped to insert Timex into conversations with millennial consumers
As YouTube stars get more air time and ad time (e.g. Dude Perfect, who has helped push the youth sports platform The Whistle to new heights of engagement and buzz, being featured on NYC subway advertising), brands are aligning with them in creative ways to increase their relevance with a younger audience.
This seems especially noteworthy for a heritage brand like Timex, who is trying to evolve beyond, “Takes a licking.” Timex is taking a big plunge with original and branded content this year, and thus far the investment in brand recognition if not sales to date, is scoring big points.
