September 10, 2007
Yes, it's bad TV - but is it good marketing?
The Mercury News has a really interesting article on American Eagle Outfitters, promoting their brand through a series of 4 minute sitcom episodes about attractive young men and women working at a mall. They air as breaks between popular MTV shows and also have "the ultra-cool cachet of being directed by Milo Ventimiglia, the actor who plays Peter Petrelli on NBC's breakout hit "Heroes."
The "Mall World " episodes also provide American Eagle with a slick video series for its Web site, where visitors can click through to the "Get the looks" page and buy the same clothes the actors wear on the show. "
A marketing twist on the ever-growing collection of videos like shopisodes, that allow consumers to shop for items worn by the characters from their favorite show, - except here they created the show too.
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