March 29, 2007

Onitsuka Tiger guerrilla marketing

Onitsuka Tiger recently launched a unique site which displays a mosaic shoe made of tiny images and image links to something Japanese on the web today. By clicking on tiles, visitors are then taken to one of the 150 Japan related websites crawled by the site spider. The links are updated every hour, and compose everytime a different shoe model which changes in the color palette according to the content linked.

Developed by the Dutch agency Woedend this viral marketing effort allows visitors to discover unique Japanese related websites. But most importantly, it is a nifty way for Onitsuka Tiger to have a buzz about the brand.

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