For those who are yet scratching their heads in bemusement, I'm talking about the latest collaboration between Banana Republic and "Mad Men" (AMC TV show). Going on their second year of partnership, the campaign hopes to build off from the success garnered the year before by promoting in every BR retail location across North America (more specifically, Canada and US). From July 21st to August 11th, over 400 BR stores will promote the TV show through their Style Guide featuring "Mad Men" characters, as well as giving customers a chance to win a walk-in role for an episode, PLUS a $1000 BR gift card.
Well. That certainly caught my eye.
After a bit of online searching, I found out that the TV network has been doing quite a stellar job in marketing this swanky show situated in the '60s. Let me give you a brief rundown of its marketing history so far:
Season 1:
AMC promoted via commercials and "behind-the-scenes" documentary. Not really interesting, I know, but for its DVD release, the box set was designed in the shape of a flip-open Zippo lighter (I'm guessing due to the heavy smoking seen in each episode). As you probably guessed, Zippo designed two lighters with the "Mad Men" logo on it soon after to be sold online and through headquarters.
Season 2:
AMC launched its largest marketing campaign by decorating the Grand Central Station subway shuttle to Time Square with life size posters of the main character and quotes from the first season. Inside Grand Central were groups of people dressed in '60s clothing, handing out business cards that said "Sterling Cooper" (the advertising company that the main character works in). As well, window displays were shown in 14 Bloomingdale stores, and wallscapes were placed in downtown Hollywood. And lets not forget the various TV commercials, print ads, and a 30 second trailer in Landmark Theatres throughout July.
Season 3:
"Mad Men Yourself" web app was created to let fans create avatars of themselves based on the fashion seen on the show. Banana Republic paired up with "Mad Men" in presenting window displays in all Banana Republic stores in USA. BR also made a style guide with the purpose of helping customers dress like their favourite characters, after which (upon entering a code located in the guide), the public can vote on their favourite "Made Men style". But wait! BR was not the only clothing line promoting the show. The American clothing chain Brooks Brothers offered a "Mad-Men Edition" suit designed by the costume designer from the show as well.
Season 4:
Seeing as how the pairing between BR and MM paid off so well, it's no surprise that the two are working together again to promote the fourth season. As for anything else...well, this blogger has yet to find out!
Oh, and for all you Barbie fans out there, in the spring of this year a limited collection of Barbie and Ken dolls were released based on some of the characters on the show. Talk about having it made.
Now, I've never seen any "Mad Men" episode, but after finding out about its campaigns and promotions, I've half a mind to go find the first season and watch an episode or two myself!
I mean, check out the clothing seen in this picture!
3 comments:
I watched 2 seasons but I found the show itself a bit depressing. They have done a stellar job of marketing the show though. I mean, the show is supposed to be about "advertising" so it's only fair right? :P
I also find the show itself kind of dull (the male-chauvinism/time period isn't that appealing to me) but they definitely know what they're doing marketing-wise -- I wish I'd seen their campaign at grand central!!
I think it's a very unique collaboration...and what a coincidence because we mentioned this at our last meeting too haha
Post a Comment