Chaco: Brand Activation Concepts

CONCEPT #1 – SOLE SEARCHING

Hide & Seek

Many seek out nature’s playground because they love the excitement and challenge of discovering new paths—getting to know yourself and having more fun while doing it.
What if Chaco x Subaru worked together to gamify brand interactions with geo-located sandal drops?

• Outdoor / Active Influencers hide Chaco shoes in a variety of locations and push out clues via their social channels
• Opportunity for Subaru to supply GPS (Starlink) that leads to the coordinates, showing Subaru owners the GPS location first
• Unexpected placements, plus surprise and delights will generate media and social sharing

CONTENT STORY

• The Drop: Through social posts, stories and live streams, users follow designated influencers on an adventure as they drop Chaco shoes along mountain trails, on beaches, in cities and even in the water – focusing on the versatility of both brands
• The Clues: Each influencer will create content promoting the location of the hidden shoes through clues and geocoordinates that will be shared out via social channels
• The Find: Potential to capture fun reactions of discovery via a live feed with a GoPro, that can be leveraged in future content

UNLOCKING ADVENTURE

We’ll develop new limited edition Chaco sandal–designs focused on water, beach, mountain and urban life. They’ll be paired with other outdoor / adventurous items inside a weatherproof box, surprising and delighting our seekers as they blaze their own trail.

Potential surprises inside the box with shoes:

• Keys to a new Subaru!
• Vouchers for new Chaco gear
• Gift cards for Hipcamp.com
• Tickets to Red Rocks Amphitheatre, Bonnaroo, Burning Man, etc.

DEALER PARTNERSHIP

• Drive traffic to local dealerships by giving away free limited edition Chacos to those who take a test drive
• Sandals design can be based on the local terrain. Ex: Mountains / 14’er themed sandal for Colorado dealership
• Incremental Chaco x Subaru displays can also align with the various terrains and locations that our fans seek out

HOW IT TRAVELS

Drive intrigue with content and experiences that reverberate across paid, owned, earned and influence channels.

CONCEPT #2 – TREAD LIGHTLY

Leave No Trace

Everyone loves to travel to epic destinations, but the ways in which you get there can often leave an unwanted trace.
What if Chaco x Subaru partnered to eliminate the waste that litters our favorite outdoor routes, instead transforming it into gear for your next adventure?

Let’s create something out of all that tire waste we often see on the side of the road. By recycling tires into the treads of our sandals, we’ll keep them out of landfills  and fit for adventure.

HOW IT WORKS

• Chaco x Subaru will partner together to cleanup the roadways that lead to some of our favorite destinations
• UGC opportunity: Rally Chaco x Subaru communities to show us how they #treadlightly for the chance to win a pair of limited edition Chacos

CONTENT STORY

• The Drive: We’ll follow our influencer down the Pacific Coast Highway in a 2023 Subaru Outback Wilderness Edition or 2023 Subaru Solterra EV sharing social posts and stories as we go
• The Experience: To embody the feeling and story 
 a road trip creates, these posts/videos will not only feature the adventure on the road, but also the camping, the spontaneous stops along the way, and the connections between the people they meet —all while cleaning up one of America’s favorite routes
• The Products: Subaru and Chaco product features will 
 be highlighted along the trip through content: comfort, versatility and all-terrain capabilities
  • To showcase the car’s on/off road capabilities, they’d capture themselves picking up tires both along the highway and on side roads

THE SCENIC ROUTE

• Create a Limited Edition Chaco x Subaru recycled sandal, where the treads are made of actual tires collected from the roads outside of national parks and the scenic highways leading up to them
• Sandals would also feature customized straps and badges highlighting the roadway where the tire was picked up
• 100% of sales of limited edition Chacos will help fund future cleanups and up-cycling efforts

DEALER PARTNERSHIP

• Additional tires would be collected from Subaru dealerships to increase sandal production and eliminate tire waste.
• Subaru owners and non-owners get rewarded with a free pair of Limited Edition Sandals for buying a new set of tires and donating their old ones
• Chaco x Subaru launch events kickoff the program — hosted at dealerships with information, adventurous activities (rock climbing wall), campfire cookouts, and live music. Invite owners/non-owners alike to bring the community together and spread the word about the program and the need

HOW IT TRAVELS

A robust stable of assets from sustainable act to product innovation and influential voices allow us to flex our story across media to maximize reach.