Famous Footwear Embraces Crowdsourcing to Celebrate Mom

  Famous Footwear Embraces Crowdsourcing to Celebrate Mom

  Company invites consumers to share “A Letter to Mom” through new video and
                               online promotion

Business Wire

ST. LOUIS -- May 02, 2013

Mother’s Day is about victory. That’s the message behind Famous Footwear‘s new
campaign, A Letter to Mom. The company has launched a new video, celebrating
how Mom makes a winning difference in our lives. The seasonal promotion also
includes retail discounts that extend through Mother’s Day.

Working with video crowdsourcing company Poptent, Famous Footwear opened its
Mother’s Day theme to roughly 20 of the Poptent community’s 64,000 independent
filmmakers, and the result is a new video that reflects on Mom’s positive
impact. The 64-second message features a cast of family members who bring
Mom’s victory to life through sentimental examples of how she’s already won
our hearts and minds.

“We’re sharing something we hope will resonate with moms, sons, daughters and
fathers everywhere,” said Will Smith, senior vice president of marketing for
Famous Footwear. “In celebrating Mother’s Day — and Mom — we’re reminding her
that our victories are really hers. That’s a message we hope many people will
share with us — and the family members who make that real for them.”

As part of the promotion, Famous Footwear is also providing a 15 percent
discount on famous shoe brands, making it easy for moms and families to share
and save for the season. To claim an electronic coupon, go to

The company encourages consumers to view and share the new video and retail
discounts with Mom this season as one more way to help make Mother’s Day — or
any day — special for her.

About Brown Shoe Company

Brown Shoe Company (NYSE: BWS) is a $2.6 billion, global footwear company
whose shoes are worn by people of all ages, from all walks of life. Our
products are available virtually everywhere — in the nearly 1,300 Famous
Footwear and Naturalizer retail stores we operate, in hundreds of major
department and specialty stores, on 14 branded ecommerce sites, and on many
additional third-party retail websites. Through our broad range of products,
we serve three key market segments with our Family, Healthy Living and
Contemporary Fashion brands. Our primary Family brand, Famous Footwear, is a
leading, national, branded footwear retailer. Each year, more than 110 million
consumers visit our stores and Famous.com as a one-stop-shopping destination
for high quality, affordable styles for a family’s every occasion. We also
operate, shoes.com, another popular online footwear destination for families.
At Brown Shoe Company, we inspire people to feel good and live better... feet


Poptent (www.poptent.com) is a social video creation company, leveraging
crowdsourcing to connect top brands with the world's largest community of
independent filmmakers. Poptent and its growing network of more than 60,000
filmmakers in 140 countries deliver high-quality video focused on marketing
performance for Global 500 brands and agencies through a proven process known
as "make, test, share." Poptent provides a full-service suite of managed video
marketing services while offering simple and efficient video testing services
to help clients identify the top executions from multiple and diverse creative
submissions. Poptent then helps clients distribute the best-performing videos
more affordably to the channels of their choice through performance-based,
user-initiated viewing campaigns designed specifically for more effective
social content marketing.

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Nuñez PR Group
Amanda L. Ray, 972-388-5512
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