In a deal brokered by Digitas, American Express is the sole sponsor of FashionWeek360, a YouTube channel that’s showcasing scenes from Mercedes-Benz Fashion Week as well as other fashion-oriented content.
The effort is part of the new American Express Fashion Network, available at americanexpress.com/style, which was launched last week.
“This is the first time there’s been an aggregated hub of fashion content on YouTube,” said YouTube spokesperson Jennifer Nielsen.
The YouTube channel augments the live video from Fashion Week being streamed by The American Express Fashion Network .The footage will be aired online throughout the week and American Express is also syndicating clips to fashion, lifestyle and news Web sites.
The YouTube site is being filled with videos from ELLE, Ford Models, NYLON TV, fashion video blogger William Sledd and scenes gathered from the American Express Fashion Network streams, including live runway shows. It will be updated with new video clips through the end of the month.
Nielsen said American Express’ branding on FashionWeek360 is decidedly minimal and the company is more partner than sponsor. However, she noted, “you can click to go to the American Express home-page through the credit card icon on the site.”
While FashionWeek360 is YouTube’s first aggregation of fashion content on a sponsored channel, sponsorships are not new for YouTube. Nielson noted companies regularly sponsor video contests and other YouTube features. HP is sponsoring YouTube’s first international film competition.
“We really want sponsors to work as partners and be part of the process for these large promotions,” said Nielsen. “It’s a component of our ad model.”
Nielson would not reveal how much revenue YouTube will be paid under the FashionWeek360 deal.
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