Challenge
Re-introduce the brand to consumers. Educate consumers on the DUG "lounge"
philosophy. Drive consumers to stores to purchase DUG.
Solution
Create the DUGLife team. Online marketing and promotions. Product placement
and celebrity endorsement.
Results
The DUGLife team has over 250 members. They promoted all summer at concerts,
malls, movie theatres, and events. The team distributed all types of DUG
swag including t-shirts, headbands, stickers, and tank tops. DUG has been
featured on more than 25 teen websites. Team members have posted thousands
of messages and placed banners on numerous websites, chat rooms, and message
boards garnering over 5 million page views. We hired Melissa Howard from
Real World: New Orleans, as the company's spokesperson.