American Eagle Premieres Multi-Channel Platform

American Eagle Outfitters this month unveiled the first exclusive content from its new multi-channel entertainment platform, "77Entertainment."The 12-episode comedy series, It's a Mall World, debuted Aug. 1 on the company's web site. The three-minute episodes will air Wednesdays on ae.com and also during commercial breaks for reality series The Real World Sydney on partner network MTV. The series is promoted in stores via TV spots, radio spots and signs that direct shoppers to the American Eagle web site and MTV to view the episodes. (The chain uses in-store TVs to run music videos.) Online, interactive web sites operated by each partner offer behind-the-scenes clips, episode guides, character bios, bloopers and a chance to buy the clothes worn by the actors. The "77E" platform currently also features exclusive concerts and interviews with "Class of '08" bands, videos of "this year's graduating class" and band reviews. Future content will include original and user-generated material "that will range from music to comedy to reality to drama," according to a company press release. The content will be distributed via American Eagle's promotional web site, in stores, on MTV and through community web sites such as YouTube, MySpace and Facebook.The MTV-American Eagle partnership dates back to March 2001, when the chain supplied the wardrobe for cast members of the network's Road Rules series. Since then, the apparel chain has also supplied the wardrobe for Real World casts and served as "official apparel provider" for MTV's Spring Break. The pact also includes ads, joint promotions, and other on-air opportunities. (During the network's Total Request Live show in 2005, the retailer awarded an audience member with a trip to Cancun and a new wardrobe). In other marketing activity, the company in July hosted the "AE Fit Challenge," which rewarded shoppers for buying private label jeans. At checkout, jeans buyers received a ticket listing the specific style they purchased. Shoppers who bought the "most-purchased style" for men and women between July 10 and July 24 received a free pair; non-winning tickets could be redeemed for $10 off a jeans purchase from Aug. 28 through Sept. 11.Elsewhere, American Eagle Outfitters Inc., has big plans for its newer Martin+Osa and Aerie chains. In similar fashion to the American Eagle-MTV alliance, which targets 15- to 25-year-olds, new American Eagle sister chain Martin+Osa has been partnering with Apple iTunes to reach its 25- to 40-year-old customer base. In February, the chain became an "official member of Apple iTunes Affiliate Program," providing shoppers with access to an "M+O GoodMusic list" that features exclusive new music played in stores and available only through iTunes. (The music is chosen by Martin+ Osa with help from "music industry insiders," according to a release.) Martin+Osa proved successful when the first five outlets were opened in 2006. American Eagle opened three more stores in first-quarter 2007 and plans to open 14 more by the end of the year. The company also scored with the 2006 rollout of Aerie, a lingerie brand sold in American Eagle stores and three eponymous, stand-alone locations. "Based on the strong performance of stand-alone Aerie stores," the company said it will accelerate the chain's growth plan from 15 to 40 stores by the end of 2007. Aerie also has a music program in place. The chain's "Artists Music Series" releases exclusive singles from performers "whose work reflects the Aerie girl's lifestyle," the company said. Performers such as Australian artist Sia Furler wear the brand's products in music videos that play in-store and online. Signs support in stores. American Eagle Outfitters, Warrendale, PA, operates approximately 830 American Eagle stores in the U.S. and Puerto Rico (as of May 5).

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