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Deborah Meaden Dragon's Den

Oasis introduces Keds collaboration with live stunt and content marketing push

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By Natalie Mortimer, N/A

April 16, 2015 | 2 min read

Fashion brand Oasis has carried out a live stunt and launched a content marketing campaign featuring swing dance school Swing Patrol to introduce a new collaboration with American footwear brand Keds.

Developed by Oasis’ in-house marketing team, in partnership with Swing Patrol and Fisher Magee the #perfectlypaired campaign features video content of the dancers lindy hopping and solo-jazz dancing, each representing one of four new shoe designs.

The activity kicked off this morning outside the Oasis flagship store in London with a live dance event to encourage consumers to check out the Keds by Oasis collection.

The content will sit on the brand's website as well as across all brand social channels.

Brand director of Keds, Noah Bernard, said the core values of swing dance mirror those of the shoe brand.

"Single and stylish, fit and fun-loving, active and attractive: members of the Swing Patrol community have acted as influential brand advocates for Keds. They are young, cool, outgoing and vocal in their opinions and endorsements, both on and offline. That’s an extremely useful resource for a branded content marketing campaign.”

Swing Patrol last year featured on BBC's Dragon's Den, clinching investment from former dragon Deborah Meaden.

Deborah Meaden Dragon's Den

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