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American Eagle’s Try at Entertainment Marketing

Today’s USA Today¬†focused on American Eagle’s try in the land of entertainment marketing. The outfitter plans to create a 12-episode series entitled, “Mall World,” a comedy where the main characters will wear AE clothing. Shows will be aired on MTV and at AE.com.

Obviously, this is one of many organizations that have tried their hand at entertainment marketing, from the groundbreaking BMW Films, to the wildly popular “Tea Partay” from Smirnoff.

Who knows if this will be successful, but AE is on the right track. Good content, targeted to a particular audience, is today’s brand driver. Success will be purely on the shoulders of how engaging the content will be to this 12- to 25-year-old audience. Too much selling in the episodes and these will die a short death. It’s an easy concept, but hard to implement.