"Momentum" is the first all-digital U.S. campaign for Lacoste that was designed to highlight the brand's broad portfolio of luxury fashion products in time for the 2009 holiday season. The campaign included the launch of www.LacosteMomentum.com, a multi-sensory, interactive experience featuring a "kaleidoscope" of Lacoste products and original music, where consumers generated customized experiences that built "momentum" toward their purchases. To help drive consumers to Lacoste retailers and e-tailers, the site included a store locator, links to e-commerce sites and social networking tools that enabled consumers to share their own "momentum" with others.
The advertising, which included banner, streaming video and engagement ads, ran across leading websites targeting the brand's young professional audience, including Facebook, Hulu, Pandora, Conde Nast digital media and more. All tracks were made available at www.LacosteMomentum.com, so users could build their own Momentum music video composition. They were also played in Lacoste boutiques and were available as part of a special Lacoste Momentum-branded Pandora radio station. The Lacoste Momentum website and Pandora directed users to websites where they can purchase MP3s of the songs.