There is some pretty strong stuff going on there. The website and campaign message are both unique and well-built, especially for Diesel’s existing (or intended) audience base. The creative is bold and in your face. And there is also a sweet contest and the chance to check out the clothes that represent the campaign.
Despite all the awesome stuff they have going on, we found their overall social media integration a bit odd (and you should know by now that we’re pretty passionate about integration). Diesel gives web site visitors the opportunity to check out their social networks, but their presence on these seems a bit out of tune with their message and campaign. Their Twitter page is geared toward music, not toward their Be Stupid campaign or general brand message. Their YouTube page, although featuring their Be Stupid video, hosts mostly music, too. Even their Facebook page carries a seemingly different air than their website message. We do, however, applaud their effort to allow consumers the chance to share the creative process via social networks.
And this is as good a time as any to continue praising integration, but this time, we’re taking it to the next step. Don’t just use the tools so you can claim to have a fully integrated campaign. Tailor them each specifically to your message, making each fit together like a piece of a puzzle, or else their existence will serve no purpose.
But overall, we applaud Diesel’s big idea. It is cutting edge, different, and definitely grabbed our attention. We just wish they could have carried it over to their social networks in a more efficient way. What do you think?