Brand Case Study

Kate Upton Takes
Zoo York

Kate Upton Takes
Zoo York

A supermodel, plucky roaches and an award-winning campaign take an apparel line to the digital advertising hall of fame.

Zoo York apparel embodies the attitude and lifestyle of the Big Apple's skateboarding, graffiti and hip-hop community. To showcase its brand, the company put together an irreverent and engaging interactive experience, highlighting the clothing company's latest styles.

See it in action 0:15 sec

Starring supermodel and actress Kate Upton and a couple of cockroaches with attitude, the campaign included videos, rich media and social sharing. Created on Say Media's AdFrames 3 platform, the ad unit featured a series of "choose your own ending" videos starring Upton as well as an embedded "smash-a-roach" challenge and a "lookbook" of the company's current line.

See it in action 0:15 sec

The ad drove three and half times the average click-through rate

The ad drove three and half times the average click-through rate

Customers could select from several customized endings to the video story, ensuring that they would spend time with the experience. Meanwhile, roaches crawling in and out of the screen were a hit with the target demographic. With its interactive interface, celebrity star power and rich media, the ad drove high engagement — three and half times the benchmark average click-thru rate.

The popular and well-designed campaign garnered a prestigious OMMA Award for Online Advertising Creativity, which honors advertisers that push the potential of online advertising creative. Unfortunately, we didn't capture high scores on roach-smashing, but it definitely added to the fun.