Step 1: Find our kind of ‘influencer’

How do you get construction workers who never heard of Kodak’s professional grade boots to try them and wear them? By having the boots show up for work one morning.

We placed boots around active job sites. When construction workers posted a picture of themselves with the boot, and tagged us, they got a free pair.

Workers who tagged us with a picture of themselves and the boot they found. Once they did, we sent them a pair of their very own.

The Campaign

The social tied into the tone and feel of the overall campaign: Made for Making. This consisted of paid media and wild-postings around active jobsites.