This purely online commercial was created to subtly feature Lucky's 2012 product line and give viewers a clear view of what the brand is all about. It was viewed over 30,000 times in the first month and over 60,000 times in the last five months.
The key things that were necessary to convey in the video were as follows:
- High quality products.
- Family-friendly brand environment (aka a brand that parents can trust).
- The friendliness and high level of skill that the professional riders on the team possess.
- An overall warm and inviting feel to make all viewers feel welcome and feel like they are a part of the brand.
Consumer interaction in the brand is what has made Lucky so successful so quickly, and this video is a perfect example of the tactics used to grow the brand.