Kenneth Cole, who seemed to shy away from social media after a well-publicized Twitter flap earlier this year, is courting controversy anew with a website that asks consumers to weigh in on abortion, gun control and gay rights.
The new site — wheredoyoustand.com — is divided in two. “What You Stand In” features information and advice about clothing for men and women. “What You Stand For,” meanwhile, asks consumers to post their thoughts about those hot-button topics and posts links to relevant Twitter feeds under the heading “Feeding the Debate.” Those conversations also continue on the brand’s Facebook Page.
The site also maintains the brand’s edgy — some would say tasteless — method of conflating serious topics with sales pitches. A video under the heading “Should the government have the right to choose?” shows a woman who seems to be agonizing over a decision, which turns out to be which handbag to purchase. “Shouldn’t it be a woman’s right to choose?” a message on the wall behind her reads, “…if she’s the one who’s carrying it? — Kenneth Cole.”
Cole raised public ire on the fifth anniversary of 9/11 by noting, “Important moments like this are time to reflect. To remind us, sometimes, that it’s not only important what you wear, but it’s also important to be aware.”
In the video gallery below, Cole explains the reasoning behind the outreach, which is to use his brand platform to “raise awareness about important social issues.”
What do you think? Is this clever marketing or exploitation? Let us know in the comments.
Antisocial Media
Kenneth Cole explains his rationale for the new web site, to use his brand platform to ""raise awareness about important social issues."
Pro-Choice
A woman is shown agonizing over a decision, which turns out to be which handbag to buy. Shouldn't it be a woman's right to choose?" a message on the wall behind her reads, "...if she's the one who's carrying it?"
Guns
Two guys face off in what looks like a gunfight, but they're actually just making gun shapes with their fingers. "Is the person most at risk the one with the gun?" asks some writing on the wall behind them.
Gay Rights
A man and a woman begin kissing. Then a jump cut shows two women kissing. Then two men. A message on the wall reads, "Those against same-sex marriage aren't thinking straight (or are they)?"
War
A man and a woman are screaming in protest. Then the screaming stops, the woman leaves and the man is left by himself. "In war, is it who's right or who's left?" a message reads.
More About: facebook, kenneth-cole, MARKETING, twitterFor more Business & Marketing coverage:Follow Mashable Business & Marketing on TwitterBecome a Fan on FacebookSubscribe to the Business & Marketing channelDownload our free apps for Android, Mac, iPhone and iPad
Posted on Wed, 17 Aug 2011 16:45:54 +0000 at http://feeds.mashable.com/~r/Mashable/~3/vQK_xvAzrbw/
Comments: http://mashable.com/2011/08/17/kenneth-cole-campaign-where-do-you-stand/#comments
The new site — wheredoyoustand.com — is divided in two. “What You Stand In” features information and advice about clothing for men and women. “What You Stand For,” meanwhile, asks consumers to post their thoughts about those hot-button topics and posts links to relevant Twitter feeds under the heading “Feeding the Debate.” Those conversations also continue on the brand’s Facebook Page.
The site also maintains the brand’s edgy — some would say tasteless — method of conflating serious topics with sales pitches. A video under the heading “Should the government have the right to choose?” shows a woman who seems to be agonizing over a decision, which turns out to be which handbag to purchase. “Shouldn’t it be a woman’s right to choose?” a message on the wall behind her reads, “…if she’s the one who’s carrying it? — Kenneth Cole.”
Cole raised public ire on the fifth anniversary of 9/11 by noting, “Important moments like this are time to reflect. To remind us, sometimes, that it’s not only important what you wear, but it’s also important to be aware.”
In the video gallery below, Cole explains the reasoning behind the outreach, which is to use his brand platform to “raise awareness about important social issues.”
What do you think? Is this clever marketing or exploitation? Let us know in the comments.
Antisocial Media
Kenneth Cole explains his rationale for the new web site, to use his brand platform to ""raise awareness about important social issues."
Pro-Choice
A woman is shown agonizing over a decision, which turns out to be which handbag to buy. Shouldn't it be a woman's right to choose?" a message on the wall behind her reads, "...if she's the one who's carrying it?"
Guns
Two guys face off in what looks like a gunfight, but they're actually just making gun shapes with their fingers. "Is the person most at risk the one with the gun?" asks some writing on the wall behind them.
Gay Rights
A man and a woman begin kissing. Then a jump cut shows two women kissing. Then two men. A message on the wall reads, "Those against same-sex marriage aren't thinking straight (or are they)?"
War
A man and a woman are screaming in protest. Then the screaming stops, the woman leaves and the man is left by himself. "In war, is it who's right or who's left?" a message reads.
More About: facebook, kenneth-cole, MARKETING, twitterFor more Business & Marketing coverage:Follow Mashable Business & Marketing on TwitterBecome a Fan on FacebookSubscribe to the Business & Marketing channelDownload our free apps for Android, Mac, iPhone and iPad
Posted on Wed, 17 Aug 2011 16:45:54 +0000 at http://feeds.mashable.com/~r/Mashable/~3/vQK_xvAzrbw/
Comments: http://mashable.com/2011/08/17/kenneth-cole-campaign-where-do-you-stand/#comments
