Jul 21, 2008
Sharpie® Brand Launches Newly Designed Interactive Global Website to
Support New Social Network Platform
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.
About Sharpie®
For more than 40 years, Sharpie has been the popular brand of permanent
marker associated with the autograph experience. Newell Rubbermaid
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.