Internet Marketing Blog

Blueliner Launches Seekadventure.com for IZOD Fragrance - along with a Facebook Marketing Strategy

July 2, 2008 – 12:42 am

Hi Everyone. Part case study, part call to arms in this post here. I just wrapped up phase one of a killer web development project, as some of you know through our DMA Webinar Series articles. Blueliner was tapped to conceive, develop, launch and handle marketing for IZOD’s first foray into fragrance, which they undertook in conjunction with an industry leader, Gemini Cosmetics. The goal was to develop an adventure social network, in order to engage people who fall within the “Active Lifestyle” 18-34 demographic. The result is SeekAdventure.com, a social network for adventure, extreme sport, and thrill seekers, to share videos and stories. This is a men’s fragrance, but since IZOD may follow with a women’s line, and women are the top purchasers of men’s cologne for gifts, we want to draw both sexes to seekadventure.com. We have also launched a Facebook Group, which I hope you all with Facebook accounts can join.

Since the launch of SeekAdventure.com in May 2008, the website has generated –

• Over 300,000 page views and;
• Over 2,000 members signed up.

In addition, we have partnered with Outside Magazine, Z100, and Macy’s in order to setup special promotions and drive the growth of SeekAdventure.com. Site subscribers have a chance to win their choice of four different thrill-seeking vacations in our “Adventure Video Contest”.

In order to keep the success of the website moving forward, I would like to solicit your help in the following ways:

1. First, login to www.seekadventure.com and become a member, which will be beneficial in building our membership database.
2. Then, I ask that you refer 5 or more friends, either directly from the website or via your own email.
3. If you have a Facebook account, login to www.facebook.com and look up “Seek Adventure” in Groups, and then join the group and invite all of your Facebook friends to join as well. Shortly, we are planning to create groups on Youtube and MySpace as well, in order to extend the Seek Adventure social network.
4. If you are truly adventurous, you will participate by uploading a video, which you can record from your cell phone, digital camera, web cam or camcorder. Take a couple of minutes of footage from whatever you do during the Fourth of July weekend, and you can have it uploaded to the site in 5 minutes. The site’s theme is “How do you seek adventure?” and we want everyone to participate!

Lastly, I would appreciate your honest feedback on the site, from a design, content and usability standpoint. Thank you!