Oakley's 'Square 0' Campaign

by Tim Woodhead
16 / 09 / 2008

Oakley UK launches ‘Square O’ digital campaign

Oakley, the leading sports performance and lifestyle brand, has launched a new athlete microsite as part of their ‘Square O’ marketing campaign

www.oakley.co.uk is home to 6 individual web diaries that allow visitors to follow the lives of Oakley’s homegrown pro athletes from the world of BMX, wakeboard, surf and snow.

Over the course of the year the stars of Oakley’s press and retail campaign - BMX rider Kye Forte, Wakeboarder Ben Hitch, Surfer Oli Adams and Snowboarders Scott McMorris, Tyler Chorlton and Vicci Miller – will personally update the sites with blogs, event updates and travel stories, transporting visitors into the inner circle of professional freesports for the first time.

Personalized competitions and a ‘nudge’ function encourage visitors to interact with the athletes and discover what makes them tick. The site is also linked to Oakley’s existing channel on social network site Bebo, enabling users to delve even deeper into the brand’s sports heritage.

Campaign material from shoots in Devon, South Africa and Austria is utilised across the site, showcasing the diversity of Oakley’s growing lifestyle collection, in particular the ‘Square O’ sports-fashion eyewear and a full apparel and accessory line for men and women.

The athlete microsite was conceived by London-based creative agency PartnersDBMA and produced by interactive design studio Sennep, with media planning from BJK&E. The supporting online ad campaign breaks later this week across MySpace, YouTube, Vice, Freecaster and Mpora.

Tom Cartmale, Marketing Manager, Oakley UK, commented: “Oakley.co.uk is a unique experience for fans of all sports, not just core. It’s a fascinating insight into the often unknown and inaccessible worlds of professional surf, wakeboard, snowboard and BMX, and a great showcase for our athletes and the Oakley products that they swear by”.