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Famous Footwear Launches Social Media Commerce Viral Campaign

We’re all clamoring for real live examples of what’s working and what’s not, and I’m more than pleased to turn the stage over to Erin Conroy, Famous Footwear spokesperson to share what’s he and his team have been up to over there.

Featuring the tagline “Make Today Famous,” the back-to-school oriented effort includes national cable TV spots and radio spots in 47 major cities. It is the largest effort to date for the retailer, which has 1,100 stores.

Famous Footwear is focusing on that love affair in a viral video that debuted last week on the family footwear retailer’s new Web site, MakeTodayUnexpected.com. The site incorporates a mix of interactive, digital and social media features as part of Make Today Famous, an open-ended campaign that launched in mid-July. In the video, neighbors swarm as an ice cream truck moves through tree-lined streets. Visitors to the truck find that the ice cream man is actually serving up shoes.

The campaign also incorporates display advertising, rich media, video-sharing sites, and social networking through outlets like Facebook and Twitter. The online experience includes an interactive quiz supported by Facebook Connect to help customers “find their flavor” with footwear brand selectors, offers and quick links to FamousFootwear.com, the company’s e-commerce site. The campaign also includes national cable TV spots and radio spots in 47 major cities. It is the largest effort to date for the retailer, which has 1,100 stores.