Viral campaign kicks off for Ecco

Running from April 11 to May 19, the campaign, created by Web Guru Malaysia, revolves around an online contest on the Ecco website (eccoaction.com), where consumers can register personal information and contact details to be entered in a lucky draw. The grand prize is a trip for two to New Zealand, sponsored by Air New Zealand; a Ricoh digital camera; and various Ecco products. Runner-up prizes include cash coupons redeemeable at Ecco stores. Participants, who also gain exclusive access to award-winning action photographer Erik Fearn's photo- graphs and photo tips on the site, can also re-enter the draw by referring further participants. "The whole campaign is geared to promoting our performance range of shoes, which are tailored to suit outdoor activities, just in time for the summer season," said Carmen Ng, marketing executive, Ecco Asia-Pacific. The online element, which also includes banner advertisements on MSN Messenger, SCMP.com and Zuji.com, is being supported by print ads in the Hong Kong editions of Cosmopolitan, Esquire and Action Asia, outdoor ads placed at iCentre internet cafes at MTR stations and direct marketing to consumers through the AsiaXpat, Jessica magazine and Action Asia databases.