Keds®, unveiled the new "How Do You Do?" (HDYD) road trip tour to lauch the new Keds "Road Trip" collection.The tour features a Keds mobile shoe box that will do a cross-country journey to college campuses across the United States aiming to inspire students to create, collaborate and contribute within their local communities. The goal of the tour is to encourage campus communities to 'do what they do' and incorporate Keds into their lifestyles. The giant interactive Keds shoe box opens up to bring the "How Do You Do?" experience to life. Keds has partnered with two students at each participating campus to generate excitement and build buzz around each HDYD event. Local artists, bands, models, and charities will all be participating to give each tour stop a local feeling and show how Keds inspires each city and college it visits. Local bands and DJs will perform at each tour stop to add to the experience and celebrate the local flavor of each How Do You Do? location.
Attendees will have the ability to express what inspires them about their city on a pair of Keds via two freestanding touch screens. The kiosks will also promote the nationwide Keds How Do You Do Your City? shoe design contest, running March 1 – May 31, 2011. The winner will receive $1,000, as well as a $5,000 donation to a local arts-based charity of their choice. Students can step inside the Keds shoe box to get a glimpse into how Keds is creating, collaborating and contributing at each tour stop. The inside right wall of the shoe box will feature two 50-inch touch screen maps that also show video of local artists and charity partners, as well as select retailers who sell Keds in each city. The opposing wall will showcase a video of all stops along the US tour and a gallery of all 30 city-inspired shoes that have been created for the "How Do You Do?" campus tour. The floor of the shoe box will tell the brand's almost 100 year history of American style, complemented by a ceiling shoe gallery that will artistically showcase a multitude of the iconic Keds Champion silhouette.
The Keds How Do You Do? print ad campaign features three Keds Collective artists from around the country and showcases how they "do what they do" in and with their Keds. All print ads direct consumers to learn more about the artists and the "How Do You Do?" college tour at www.keds.com/hdyd.