When Leatherman developed a new, value-priced tool called the Wingman, they saw it as an opportunity to reach beyond their core consumer to a broader, more youthful audience. Given the challenge, we quickly identified the path to certain success: 1) Squealing tires. 2) Loud, fiery explosions. 3) mustache grooming tips.
The centerpiece of our campaign? A butt-kicking, problem-solving, Trans Am-driving superbro named – wait for it – The Wingman. His entertaining, in-your-face bravado extended to every element of the campaign, from Leatherman’s web and social media sites, to a toll-free Wingman helpline (1-855-MY-WINGMAN), to his own set of trading cards.
Leatherman.com homepage takeover to introduce the Wingman and his multi-tool for the average bro.
Introducing the Wingman... his mission is to help all bros (and broettes) in need.
A special public service announcement from the WIngman.
Facebook fans were asked to vote on what not-so-manly items they wanted the Wingman to blow up.
Grooming tips for the Wingman.
On Facebook, fans could interact with the WIngman in fun ways like uploading a picture to the Bromiga to add the Wingman, vote on items for the Wingman to blow up in his next video, or nominate friends to the wingman hall of fame.
Standard banner ads helped spread the word about the Wingman online.
Rich media provided another outlet to play Wingman video content.