Decathlon Sports needed to launch a campaign which included TV, radio, press, and web to promote their brand with a sole product pitch, the 2-Second Tent.
Decathlon’s equipment was very inexpensive due to the fact they designed all their own products, yet it was also award winning in design and functionality. This is well known in Europe and Asia, where they have over 400 stores, but in the U.S., Decathlon was an unknown entity. Fuseideas came up with an integrated campaign that included a highly stylized Flash web presence focused solely on the 2-Second Tent. This award-winning tent literally takes 2 seconds to open by simply tossing it in the air. We illustrated this with an animated tent thrown on the homepage of the website and in various videos that were added to the multi-media page.
An industry-first 10 second TV spot was created and aired nationally and in theaters to promote the tent. The TV spot became the #7 most viewed video on AdAge.com. Average site visit time was 7 minutes with a healthy 5% sales conversion rate. The TV spots were also posted on YouTube and MySpace. The YouTube video garnered over 85,000 views and hundreds of consumer-generated videos of the tent. These tactics increased site traffic by 200% in one week. The final result was an overall increase in sales of 300%.
The Decathlon Sports campaign was one of the first major brand integrated campaign that included social media. The multi-award winning Two Second Tent was used as the flagship product for a reintroduction of the Decathlon Sports brand in the US. Multiple 10 second TV spots were created and broadcast during prime time and daytime TV, local theaters, and online, including a branded YouTube, Second Life, and MySpace presence. Users could use assets from the TV spots to create their own user generated commercials. The campaign centered around a Flash microsite and was accompanied by a print and radio campaign. The "Does Your Tent Do This" spot was the video of the week and eventually the #7 most viewed video on AdAge.com, falling between M&Ms and Coke.