American Eagle Launches Webisodes Tied to TV Spot
American Eagle Outfitters is targeting teens with a Web series that first appeared on TV.
The 12-episode series, called “It’s a Mall World,” follows the lives and relationships of two record store employees, an American Eagle greeter, an eccentric lingerie worker and a bad boy poseur from the mall juice bar.
The effort kicks off the company’s new entertainment strategy called 77Entertainment that includes online, in-store and TV content.
The Webisodes debuted this month at AE.com/web/77e. They first appeared on TV during a commercial break for MTV’s show “The Real World Sydney” and air online Wednesdays at 10 p.m., the AP said.
The Web site contains biographies of each of the characters, as well sneak peeks of upcoming episodes. It also carries MySpace.com page links to each characters.
The series, directed by Milo Ventimiglia of NBC’s “Heroes,” is designed to better connect the brand to its target: teens.
“Creating and delivering relevant content is another way for American Eagle to maintain a lasting connection with its customers, as well as promote discovery by introducing them to new artists,” Kathy Savitt, executive vice president and chief marketing officer of American Eagle Outfitters, said in a statement.
American Eagle is offering original and user-generated content in-store, via TV spots, on its Web site and on social networking and video-sharing sites like YouTube, MySpace and Facebook.
The chain last month supported the launch of the series with a denim carpet event in Los Angeles, CA. Guests got a sneak peek into the show’s production. Ventimiglia was on hand to sign “It’s a Mall” branded T-shirts, posters and 45 records. At an after party, guest received gift bags containing special edition branded T-shirts.
