Home  › Marketing › Strategies
american-eagle-rock-your-walk

American Eagle Launches Jumbled Denim Runway

  |  August 6, 2013   |  Comments

American Eagle Outfitters has created a journey on a virtual map from New York to LA and is asking customers to "create history" by uploading videos for this "longest-ever denim runway."

Clothing retailer American Eagle Outfitters has created a journey on a virtual map from New York to LA and is asking customers to "create history" by uploading videos for this "longest-ever denim runway."

However, since July 31, videos have been uploaded that list locations from all over the country that don't align with the journey highlighted on the map so far. And, what's more, there appears to be a lapse in oversight from the brand given links that don't work, mislabeled products and salty language.

An American Eagle rep did not respond to requests for comment by deadline.

The campaign, Rock Your Walk, is a video series American Eagle says celebrates individual style in its latest collection of jeans.

The brand is asking fans to upload videos on the Rock Your Walk website via Instagram or Vine. According to American Eagle, participants' videos will be added to an ongoing runway video as it "travels across the country." In order to participate, they must sign in with a Facebook or email account.

American Eagle says users have to provide a creative name for their walk, as well as their location and which jeans they're "rocking."

In each video, the product name includes a link to the e-commerce site where viewers can buy said jeans. However, multiple links do not yield results on AE.com and a number of videos include consumers that are either not wearing jeans or are wearing misidentified products - for instance, flared pants that are labeled as jeggings. And, as of August 5, American Eagle had allowed at least one video on the site with a creative name that indicates the brand is not moderating for language.

The site suggests participants "use Instagram to make your video look even more awesome" and features a countdown - as of August 5, it said there were 67 days left to "get us from NYC to LA." That's in addition to the aforementioned map, which highlights both locations and plots a journey that begins in New York City and crosses over into western New York via Pennsylvania.

It was not immediately clear how the videos relate to the journey highlighted on the map. On August 5, most clips in the approximately five-minute video list New York and California as their locations. Additional states included are: Colorado, Delaware, Florida, Hawaii, Indiana, Maryland, Michigan, Missouri, New Jersey, Oregon, Pennsylvania and Virginia.

In addition, some of these clips are filmed in front of a generic background with an image of the Brooklyn Bridge while others - which do not list New York as their locations - appear to have actual New York landmarks in the background.

The brand says its Rock Your Walk initiative is a part of its ongoing Live Your Life campaign, which debuted in Fall 2012.

According to its website, in 2006, the brand was ranked #1 in jean sales by 15-to-25-year-olds and was named the #1 brand college students can't live without. The site also says American Eagle "[dominated] the jean scene" in 2009 with 4.2 million pairs sold during back to school.

American Eagle has 9.1 million likes and @AEO has 208,000 followers.

American Eagle offers clothing, accessories and personal care products under the American Eagle Outfitters and Aerie brands. The company says it operates more than 1,000 stores in North America.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...