With a staged stunt, Deichmann caused a sensation last weekend at the Deichbrand Festival (July 16 to 19)-online and offline. A green masked social media team of the Essen shoe branchist climbed the dike fire letter, which was visible at the main entrance, and quickly turned it into “Deichmann”. The winking intervention was agreed with the organizer and was transferred live to Tiktok.
The social media team had already set the campaign via Instagram and Tiktok in advance. Short, clips made the community curious – without revealing the actual project. The highlight: As a consequence of the “renaming”, the team had to clean the festival guests in a staged “criminal action”. Among other things, new laces, sneaker fix and impregnation sprays were used-accompanied by live content on the social media channels.
Dichmann also relied on “community-oriented brand presence” in this campaign. The appearance of the social media team was “relatable” and “took up the spirit both the community on the channels and at the festival”. The strategy seems to work: The first two clips alone already achieved over 7 million views on Tikkok.
Deichmann “Enter” Deichbrand Festival – Schuhkurier
