December 15, 2009
T-Shirt-Based Interactive Marketing
The shirt on your back has long been used as an advertising billboard, but Chicago-based Apparel Media Group (AMG) is now turning it into an engagement marketing platform that creates an emotional bond with consumers by combining demographic targeting, group sponsorships and SMS/URL interactivity.
The company matches brands with groups such as college organizations, youth sports leagues and young mothers looking for sponsors to cut the costs of custom apparel. The brand receives premium real estate on the shirt to publicize its service or product, and the buyer, grateful for the price break, becomes a brand ambassador.
Brands can also include an SMS code or unique URL inviting consumers to send text messages to receive special offers or visit a campaign website, enabling t-shirts to serve as interactive mobile marketing vehicles with potential viral reach.
Full Press release.
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