LittleMissMatched Trades Socks for Store Visits

Sock are flying as part of guerrilla marketing promotion for LittleMissMatched in New York this week.

Apparel company LittleMissMatched is out with a quirky guerrilla marketing campaign to drive people to its retail locations in search of a mate for mismatched socks.

Brand ambassadors are hitting the streets this week in high traffic locations with custom designed ice cream carts featuring a clothesline strung with socks. One sock is stuffed in a paper ice cream cup along with some candy and handed to visitors.

On the bottom of the cup is an invitation to go to a LittleMissMatch shop or kiosk to find the closest match. Once there, the consumer must purchase something to get the second sock. With any online order, socks can also be had by entering the code SOCK4ME at www.littlemissmatched.com.

Teams will visit the Staten Island Mall today from 1 to 7 p.m., FAO Schwarz off Fifth Avenue from noon to 6 p.m. on Aug. 23 and South Street Seaport from 11 a.m. to 5 p.m. on Aug. 24.

The stunt is designed to increase brand awareness and drive traffic to retail locations.

The firm is also using the promotion to capture consumer data. Anyone who fills out a data entry card will be entered into a sweepstakes for a chance to win a “box o’ mismatched mania.” The sweeps runs through Aug. 31.

The company was founded by selling oddly paired socks to inspire girls to be creative and express themselves. In addition to socks, the firm sells hosiery, back-to-school supplies, flip-flops, loungewear, T-shirts, bedding, furniture and activity books.

Grand Central Marketing is managing the promotion for LittleMissMatched.

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