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The concept: Extend Keds brand online

The technology: Electronic postcards, e-mail stories

The scoop: When Keds decided to launch a Web site, it wanted to reinforce its new tagline, "Keds Feel Good," which broke on TV last month. The TV campaign is running through mid-May on all major networks and cable, and promotes the new Web site.

Online, Keds wanted to communicate its brand -- fresh, genuine, American and classic, said Robert Wilson, project manager at Larry Miller Productions, which developed the site. The site features an electronic postcard section called "Keds Cards" that lets kids send customized e-postcards to friends; a "That's Life" area where kids can send stories via e-mail; an online catalog and a retail locator.

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