Clarks uses WhatsApp to celebrate its Desert Boot with new edgy campaign

Clarks is utilising the WhatsApp messenger platform to give consumers direct messages to celebrate the history of its Clarks Desert Boot brand and how it inspired different characters from ‘subculture’ movements.

The ‘From Rats to Rudeboys’ campaign will prompt users to add a new mobile number to their WhatsApp after watching teaser videos on social media.

They will subsquently receive unique photos, videos and messages.

The digital campaign will first focus on Clarks’ pioneer Nathan Clark, who invented the Desert Boot after being inspired by a suede and crepe boot when stationed with the British army in Burma.

There will also be a focus on writer Steve Barrow, a pioneer of the 1960s mod scene, who will tell his own story and how the Desert Boot was a staple fashion item of the era, and reggae icon Stitch, who will discuss how the boots inspired the Jamaican scene in 70s Kingston.

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