Trendy shoe company Crocs is taking its first steps into original entertainment, but look no further than the hour-long new drama or half-hour sitcom streaming on Netflix or Hulu.
The company plans to launch a scripted micro-drama called “Charmed to Meet You” on February 13th. The program is inspired by a true love story involving Crocs employees. Lexi, a single woman in her early twenties, notices a mysterious neighbor’s men’s Crocs classic clog sitting outside the door of her apartment, which has none of the trendy Jibbitz charm. She leaves the dialogue to herself, creating flirty conversations told in short-form episodes.
The story will be told in five episodes, each likely one to two minutes long, said Alana Strauss, director of content and marketing for CAA’s media and entertainment partnerships team, who helped Crocs develop the content initiative. Viewers can find this video on ReelShort, a streaming platform that offers exclusive vertical video projects such as series and movies.
“Everyone is gearing up for it,” Strauss said of the microdramas that are attracting the attention of talent and marketers. “And I think what Crocs is proving is that instead of looking at these media as just ad buys, by putting your own content on them, you can really, really create story-driven content.”
Procter & Gamble launched a 55-episode “microsoap” called “The Golden Pair Affair” earlier this week. The show aims to entertain young viewers with romantic adventures, while also promoting the company’s Native line of personal goods products. Last year, J.C. Penney launched a five-part story aimed at Spanish-speaking consumers. This story was produced in part by TelevisaUnivision.
“Microdrama is a powerful new storytelling space, and we’re proud to be the first shoe brand to create an original content series with Reel Shorts,” Crocs chief marketing officer Carly Gomez said in a statement. “This marks a new era for our brand as we enter the next chapter, redefining how we show up and engage consumers in meaningful and emotional moments. It’s our first foray into a platform like this and a bold evolution in the way we tell Crocs’ stories.”
Crocs promotes new series through social media channels
