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Dr. Martens will be giving its customers the key to their FREEDM this Spring /Summer with a large-scale global sales promotion – Key to the City.
exposure devised Key to the City as a global concept to work in all relevant markets, responding to the global brief from Dr. Martens to drive sales instore and increase stock order purchase.
Key to the City is focused on driving sales in store and increasing stock order purchase. This global concept runs from mid April 2007 until end of July 07, in retailers across 12 global markets including, USA, Japan, France, UK, Benelux, Hong Kong, Singapore and Croatia.
Key to the City celebrates the new FREEDM platform, a movement from Dr. Martens that encourages and creates real platforms for all types of self-expression and creativity to reflect a modern expression of the brand’s heritage.
Unique yellow keys are attached to each pair of Spring/Summer product, each key has its own code and consumers are invited to go online via drmartens.com to visit the Key to the City microsite. They enter their key code to see instantly if they need to start packing their bags to travel to a fantastic once in a lifetime event.
Consumers are rewarded with trips to some of the world’s most exciting and iconic global experiences. From the ultimate in alternative rock music, at the Fuji Rock Festival and the Sydney Big Day Out to a trip stateside to the Sundance Film Festival in Utah.
In addition, consumers may also enter a random draw to win one of 10 extraordinary secondary prizes in each country. The secondary prizes will maintain interest levels in the promotion throughout the live period.
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