OAK BROOK, IL, July 21, 2008 – Sharpie® brand permanent markers announced today the global launch of its newly designed, interactive website, sharpie.com. The website, designed to engage consumers around the world in the brand’s new social network platform, creatively communicates the brand’s bold and colorful equity while also providing consumers with an engaging interactive experience.
Sharpie partnered with Blast Radius, a strategic interactive agency with offices in North America and Europe, to develop the new site. Based on consumer insights gleaned from online research, Blast Radius took the site in a fresh new direction by elevating the personality of the Sharpie brand and deepening consumer engagement through increased participation.
“The new site offers a consistent and engaging consumer experience that will help us create a more global footprint for Sharpie around the world,” said Krista DiBerardino, Vice President, Global Marketing Services, Newell Rubbermaid Office Products. “It also elevates the creative, fun personality of the Sharpie brand to bring the brand personality to life online.”
“As traditional marketing grows progressively less effective, we must deliver innovative experiences that make consumers’ lives better and more inspired,” said Andrew McCartney, Client Partner, Blast Radius. “With the sharpie.com re-design, the brand becomes a forum where people can share interests and express their creativity and passion for the product. By placing Sharpie at the center of a great experience, we will get more people to ‘tune in’, ultimately helping to convert the brand’s prospects into customers and its customers into advocates.”
GOING LOCAL WITH SOCIAL
In addition to driving usage and awareness, the site provides Sharpie with a platform to engage its market on a regional level.
In conjunction with the new site launch, Sharpie is rolling out a global promotion titled “Write Out Loud with Sharpie and Win!” (launch dates vary per region) The promotion encourages consumers to submit their Sharpie creations – everyday items, from the mundane to the outlandish, that they have designed and decorated using Sharpie markers. The site also provides consumers with an opportunity to share their creations with friends, encouraging them to show their support and pass along news about the promotion. In addition, the platform enables each local Sharpie marketing team to tie into the campaign, customize it, and encourage communities to evolve around their individual sites.
For more information about the promotion, and to view the new Sharpie site, visit www.sharpie.com.
For 45 years, Sharpie has been the popular brand of permanent marker associated with the autograph experience. Newell Rubbermaid’s Office Products Group, maker of Sharpie® markers, is a worldwide leader in the manufacturing and marketing of writing instruments, art products and office organization and technology products, including such well known brands as Paper Mate®, Sharpie®, DYMO® Parker®, Waterman®, EXPO®, uni-ball®, and Rolodex®, among others. Visit www.sharpie.com for more information.
About Blast Radius
Blast Radius is a strategic interactive agency that builds long term relationships with global consumer brands to deliver innovative and profitable customer experiences. It does this by combining business savvy, experience design, and industry-leading technologies – including its work with ATG as an accredited partner. With offices across North America and Europe, Blast Radius clients include BMW, EA, Newell Rubbermaid, Nike, Nintendo, Virgin and Vodafone. Blast Radius is a proud member of the Wunderman Network and WPP Group.