Sperry Custom House

A Story of Personalization Draws Fans to Interactive Brand Event

Sperry was offering consumers the chance to build the shoe that they wanted, how they wanted it. From the sole up, customers were given the chance to design every aspect and component to create an iconic Sperry Authentic Original boat shoe.

The opportunity for consumer engagement was there, all Sperry needed was a way to build momentum leading into their semi-annual Global Business Conference.

That’s where we came in.

IDL had been working hand-in-hand with Sperry for a while, helping support brand activations and working with a new management team to craft a vision that would reinvent the brand. Based on these past successes, IDL was brought into the AO fold. And we only had six weeks to kick off the project and reduce speed-to-market cycle times with nimble designs, development, execution and installation of the activation.

Ultimately, the AO Custom House--only one of seven activations IDL handled for the Sperry brand at that point--was deemed a huge success by the brand, with over 200 key accounts and distributors interactively engaged with the experience over a three-hour period. The template was then offered up to key retailers to expand the program. And our partners at Sperry called us the "most available and easiest to work with" marketing partner they’ve worked with.

Click here for our video recap. 

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