Timberland's Earthkeeper boots use one and a half plastic bottles in each pair. Image courtesy of Timberland.
Timberland's latest marketing campaign for their Earthkeepers footwear collection, which uses recycled rubber and recycled PET (one and a half plastic bottles are used in each pair of Earthkeepers™ boots), asks consumers to consider how they can be "heroes" for the great outdoors--hence it's name: "Nature Needs Heroes." To kick off the campaign and showcase the Earthkeepers Spring 2011 collection, they asked press to attend an event on Governor's Island in New York City. I couldn't make it so I asked for photos from the event and more info on their interactive marketing campaign. They happily acquiesced:
Now that the campaign has launched, it will continue to roll out globally in the coming weeks. Look for 3D displays in Timberland stores nationwide, complete with complimentary 3D glasses; an interactive microsite, featuring 360-degree imagery and high definition 3D technology, and a new Timberland Earthkeepers "Virtual Forest" application on Facebook which will result in Timberland planting real trees in Haiti to supplement reforestation there.
Photos from the Timberland Earthkeepers spring 2011 collection preview at Governors Island in New York City:
Jim Davey, Timberland's VP of Global Marketing, says the "Nature Needs Heroes" campaign is "our biggest and best effort to date to not just share our own stories and initiatives, but to also engage consumers in a broader effort to care for the environment," according to the press release.
While the campaign supports raising consumer awareness of environmental issues, it is strongly promoting a pair of shoes. Davey suggests these motives are balanced: "We want to give consumers the opportunity to learn more about what Timberland is doing to help protect the outdoors, as well as support them in taking environmental action themselves - whether that action is buying a pair of boots or planting a tree."