Generation Y content and commerce site Alloy Online Inc. began its first-ever broadcast ads, featuring two irreverent television spots designed to brand the site for its target audience.
The campaign, developed by J. Walter Thompson NY, runs through the back-to-school season.
The spots will premier on MTV’s “Total Request Live” and will be supported by a guerrilla street marketing campaign. Billings were not disclosed.
“We are launching the campaign as part of our strategy to build the Alloy brand and to expand our Gen-Y audience,” said Matthew Diamond, CEO of Alloy Online. “We have created a very targeted and fun campaign to raise awareness of Alloy.com as a cool online community and shopping destination for teens.”
One 30-second spot shows a teenage girl so consumed by her “boy talk” that she doesn’t realize that bird droppings have fallen into her food. The spot closes with a voice-over, “Check your horoscope today?”
The second 30-second spot shows four teen engaged in diner chat, offering up the notion that Alloy.com is as viable a teenage hang-out as any local diner. Both spots are tagged, “Alloy.com, shopping, chat, speak out, or just hang.”
Alloy markets apparel, accessories, footwear, music, cosmetics and magazine subscriptions.