The project involved developing a concept for a custom microsite designed to maximise the number of subscribers generated within a short period of two weeks, without compromising on quality. We designed a simple microsite which allowed participants to enter a gender specific draw and select a high-value prize before proceeding to update details and refer friends.

Prizes were drawn every 48 hours, allowing participants to enter multiple times and refer more friends for more chances to win. We used targeted digital media placements to drive traffic to the microsite and helped Timberland implement a welcome program to drive activation of new prospects and ensure their customers received relevant, compelling messages immediately following subscription.