Croctober 2022: Crocs’ Fandom-Focused Festival

Published 28 October 2022

Author
Marta Mąkolska
2 min read

Cementing its cult status, American footwear brand Crocs celebrates 20 years of fandom with a month-long festival. It comprises limited edition products, giveaways and a dual-platform metaverse launch – boosting and rewarding loyalty and encouraging virtual interactivity.

  •  Croctober’s Rise: Croctober originates from National Croc Day on October 23, established by the brand in 2017 after fans appropriated National Crocodile Day on social media.

    The shoes have become an unlikely fashion icon thanks to the rise of the ugly shoe trend. That status was cannily affirmed via the brand’s subsequent collaborations with partners including French luxury label Balenciaga, known for its highly subversive approach under creative director Demna Gvasalia, and Japanese brand A Bathing Ape, a streetwear pioneer.

  • Metaverse Moves: Crocs’ metaverse event will be hosted on both Roblox and South Korean avatar-creation platform Zepeto.

    On Roblox-hosted Crocs World, users will play mini-games (winning Crocs or in-game currency Robux) while co-creating developers can compete to create more mini-games and win up to $10,000.

    On avatar-based Zepeto, users can style their avatars in Crocs, taking videos or photos.

    For more on how brands are tapping the metaverse opportunity, Stylus members can access The Metaverse 360°: Retail’s Metamanoeuvres.

  • Limited-Edition Products & Giveaways: Croctober also included the “Free Pair for All” initiative – a daily shoe giveaway during the first week of October 2022. Consumers entered via Crocs’ e-commerce site to win one of tens of thousands of pairs of shoes.

    The brand also created limited-edition collabs with designers including American streetwear designer Salehe Bembury. Additionally, Crocs released a limited-edition Croc Day Clog on October 23. Crocs Club loyalty programme members got exclusive access before everyone else on October 20.

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