Strange but true, Lacoste is becoming (or coming back) as a cool brand, at least online, and/or at least for its latest website. The campaign was shot by Terry Richardson, and this is already a good start.
The website visuals look very familiar to me, with a strong mix of white, red and green. I like the way the collection is presented. I like the weird messages all around the screen. I like the music in the transitions among sections. I just don’t like the advergame, it looks like it has been forced into the site. It simply doesn’t fit.
It’s quite an unexpected move for a traditional and conservative brand like Lacoste to celebrate its 75th anniversary by launching a website that is all about the future.
There is also a movie that imagines how tennis might be played in 75 years from now.
If you’re based in the US, you have a few more days to play online against Roddick and win tickets for the Flushing Meadows final. Lacoste is online with a nice 3D advergame to connect its brand to the US Open and to reward good virtual tennis players with a night to remember. Since there’s a prize to win, the game is quite difficult and sticky, and it results to be a cool idea for an old stylish brand like Lacoste to connect with its consumers. Unfortunately there is a negative side in the project: they want your data. You cannon play without registering, and if you want to play more than once you have to refer friends (who have to play as well in order to give you more credits).
Lacoste has decided to use online marketing to make people discover its new fragrances. Clark McKay & Walpole North developed a campaign which takes advantage of a micro-site where visitor can request to receive perfume samples. Of course anyone who ask to try the fragrance for free will be added to a database for future promotions.