Amex Sponsors YouTube's Fashion Foray
In a deal brokered by Digitas, American Express is the sole sponsor of a YouTube channel focused on Fashion Week.
In a deal brokered by Digitas, American Express is the sole sponsor of a YouTube channel focused on Fashion Week.
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.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article