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*art is at it again!  Following the success of the *art Photo Mobile Contest where *art shoes fans were asked to photograph their feet in their *art brand shoes then submit the photos for placement on the company’s Flickr page, the Spanish shoe label is now creating an engaging contest-based marketing campaign called Shoestorming.
Designed as a way to highlight emerging talent as well as shine a light on a brand whose shoes are based on an artistic, lighthearted approach to fashion,  students from two universities in Madrid and Barcelona were invited to help bring to fruition the Spring/Summer 2012 marketing campaign through innovative, experimental,  and thought-provoking shoe-inspired sculptural design.
The Challenge:  Design and make a three dimensional object or sculpture of a shoe (that being a somewhat loose term here) addressing one of *art’s three themes; handcraft,http://www.52cd.cn/ask/question.php?qid=305072, flexibility, recycling.  Through creative thinking and artful conception, a unique approach to design and marketing, and perhaps even some humor, contestants get to be part of something that beautifully combines fine art and fashion,http://vagos.es/showthread.php?p=105...post1056627292, aesthetic and function.
Winners will have images of their creations implemented into the label’s marketing campaign (i.e. all over their website and social media platforms) not to mention have their work highlighted and awarded by a globally recognized and respected fashion label, all of which will provide the kind of exposure that is practically impossible to gain on your own.
Besides the obvious benefits for the student artists and designers, this kind of approach to attaining exposure for a brand is simply smart marketing.  Consumers will continue to visit the *art website to see what kind of off-the-wall and playful sculpture has secured its spot as a potential winner in the contest. Not to mention the fact that collaboration with the fresh minds of the industry helps *art to live up to and maintain its reputation as a youthful, fresh, and of-the-moment brand.  It’s a win-win situation.
We love to see this sort of cultured collaboration and hope that brands continue to understand the importance of integrated lifestyle marketing.  Engaging and connecting with your customer through all aspects of his or her life, not just the categories in which your product falls, is the best way to build the kind of relationship that can last forever.

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