Marketing with Music: Fila Starts and Stops with Melrose Launch

Posted By Joe Pulizzi on December 08, 2008

Fila’s launch of “The Melrose” shoe line for women started off with a bang last week, as they signed Natalie and Nicole of the R&B group Nina Sky. Fila, this their first womens’ shoe launch, tapped the Puerto-Rican identical, sneaker-loving twins for their integrated marketing program.

Melrose Launch PosterFila also partnered with Missbehave magazine for their launch party event last week in its New York retail store. The marketing program, headed by Polo Grounds Brand Marketing, is putting a heavy emphasis on print advertising in magazines like Latina and Cosmo Girl.

The choice of Nina Sky seems almost perfect for the Fila launch, and yes, even though I'm not a huge fan of print advertising, they are targeting the right magazines. According to the press release, Fila has also partnered with Missbehave magazine to create an online widget that will integrate with Facebook.

Here’s my comment: This proclaimed “edgy, out of the box” campaign consists of launch parties, a Facebook widget, print advertising and a website billboard (that links to a shopping cart). Can that be it?

These women have real talent. Couldn’t we leverage them to create some interactive content online featuring the twins? How about instead of just advertising, telling this “edgy” story in their own magazine? For the price of what it will take for the creative and the media placement, they could probably develop their own magazine, and target it specifically to their demo. And with this target group, an online magazine could have real legs.

So much potential, same old marketing program. I'm hoping for more.

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