Piczo targets teens with parkour promotion

by Alex Donohue, Brand Republic 29-Aug-07, 15:45

LONDON - Teen social networking portal Piczo is to launch a UK experiential drive involving teams of street performers and branded merchandise, in an attempt to boost the website's popularity at the start of the new school year.

The Piczo Parkour campaign will take place in "teen hotspots" across Nottingham, Bristol and Brighton, until the end of September, as part of Piczo's aim to attract more users.

The planned events include teams of free runners performing back flips, somersaults and other stunts on street furniture, which will be recorded and posted on the Piczo Parkour website.

The performers will give out free branded Piczo merchandise and invite the audience to sign up to the website, which has around 28m registered users worldwide.

The campaign follows Piczo's other recent tie-ins, which aimed to attract users in the 13- to 16-year-old age group. These including partnerships with Penguin to boost teens' interest in literature, and an image competition with Bliss Magazine, to become a celebrity photographer for a day.

Chris Seth, European managing director at Piczo, said: "The three campaigns we've got going are all designed to reach different sections of the UK teen population to get them interested and engaged with Piczo.

"The Piczo Parkour team is out to catch youngsters when they're likely to be spending a lot of time away from their computers."