Concept: Build excitement and drive pre-orders for The Intruder, a new 90’s inspired shoe launching in March from Cat Footwear.

Objectives: Acquire new opt-in contacts/emails by enabling consumers to sign up to be the first to know when the new Intruder shoe will be available for pre-order.

DCI Score: In-Progress

Use Case: Sign Up

The current trend for chunky, overbuilt footwear compelled Cat Footwear to take inspiration from an iconic style from the 90's and create The Intruder: a street/performance hybrid chunky shoe that drops in March 2019.

To build awareness, generate excitement and drive pre-orders ahead of the March launch, the Cat Footwear team created a microexperience that showcases The Intruder, combining eye-Catching static and animated visuals and a compelling narrative. The microexperience, which is embedded on the Catfootwear.com site, also gives people a way learn when the shoe becomes available for pre-order and opt-in to receive additional insider info.

Cat Footwear is promoting the microexperience on their website and on social channels -- Instagram, Facebook and Twitter -- with the message “INTRUDER ALERT.”

You can get a sneak peek at the Intruder here.

DCI Score Overview

The Intruder microexperience reflects several best practices that contribute to DCI performance, including both Engagement Score (ES) and Virality Score (VS):

• Create a sense of exclusivity. Concepts or creative that convey a sense of exclusivity, insider knowledge or early access can be a great way to tap into the universal desire to be “in the know.”
• Build anticipation. Hollywood and Apple both are well known for teasing audiences and generating buzz and excitement in advance of a launch. The same techniques can generate awareness and keep interest high in your campaigns.
• Promote across channels. Microexperiences are inherently omnichannel, making it easy to link and drive participation from all of your paid and owned media -- your brand.com site, social media accounts, email newsletters, social or display ads, influencers and others.

To see these best practices in action, check out the Intruder microexperience.