- American Eagle is constructing on its back-to-school marketing campaign with an immersive, two-day pop-up event at High Line Park in New York City, per a press release. The event, dubbed OMJeans, can be held Sept. 16-17.
- Highlights of the hassle include an array of denim-touting mannequins, denim-covered loungers for photo moments, a $1,000 giveaway and a surprise musical performance. The installation also features QR codes on denim products for on-the-spot purchases.
- The expansive push is being promoted on the retailer’s owned social channels, together with through out-of-home (OOH) marketing, including a 3D billboard in Times Square. The move arrives as American Eagle continues to strategize ways to attach with its goal Gen Z audience.
American Eagle is rounding out the back-to-school season with a hyper-focus on denim, the retailer’s core offering. Launched in July, the brand’s back-to-school campaign has touched on social media, a tie-up with “Dance Moms” alums Maddie and Kenzie Ziegler, and now, an installment that CMO Craig Brommers describes as American Eagle’s biggest outdoor push because the pandemic began because it vies to shore up a more authentic connection to Gen Z.
The OMJeans event at High Line Park will feature over 150 jean colours, sizes and matches for each men and ladies, offering consumers quite a lot of immersive experiences as they get to know the product. A slew of mannequins will exhibit the styles starting on the park’s 14th Street passage, while American Eagle is running an analogous takeover of the tenth Avenue Amphitheater, where more mannequins can be arranged. The activations feature QR-coded denim, including on each mannequins and in images, which consumers can scan to buy designated varieties of jeans on the spot.
Also present are photo opportunities, encouraged with denim-covered loungers that are supposed to appear like the back pocket of a pair of American Eagle jeans. Visitors will moreover have the chance to enter a giveaway to win $1,000 to be spent on a jean haul or the grand prize, a visit to the destination of the winner’s selecting. A surprise guest can be slated to perform on Sept. 16.
“Our vision for this progressive installation is to indicate up where thousands and thousands of individuals experience the town, bringing to life the heritage and timelessness of AE jeans,” said Jennifer Foyle, president and executive creative director for American Eagle and Aerie, in an announcement.
Along with promoting the retailer’s jeans, OMJeans is supposed to spice up sign-ups for American Eagle’s AE Real Rewards Credit Card. Consumers can learn more in regards to the offering alongside the brand’s financing partner, Synchrony, at dedicated stations. Attendees can scan a QR code on the event to use for the bank card and receive 30% off their first purchase after approval.
OOH elements center on a 3D billboard in Times Square, which can showcase the brand’s jeans in a way that’s meant to seem as in the event that they are dancing. The retailer can be placing media inside NYC subways. Rounding out the hassle can be videos on social media across American Eagle’s owned channels.
Aside from its back-to-school marketing push, American Eagle this yr has made frequent attempts to ring a bell with the younger generation. For instance, the retailer in June teamed with solid members of the Gen Z-favored drama “The Summer I Turned Pretty” for a campaign — affectionately titled “The Summer of Us” — that emphasized a theme of human connection. Sister brand Aerie has made similar efforts, including a recent pop-up event, also in NYC, in an effort to spice up Gen Z awareness of its intimate apparel business.
At the conclusion of the OMJeans event, American Eagle will recycle all used denim through the Cotton Blue Jeans Go Green program, which it has partnered with since 2008. Since the beginning of its partnership, the retailer has donated over 600,000 pieces of denim.
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