BananaRepublic.com Drops the Ball

This week’s “New York Times Magazine” has a two-spage spread for Banana Republic. It tells the story of “The Lost Mitten,” a twist on the proverbial dropped handkerchief ruse. The mitten is dropped, retrieved by the hunky guy, and the print narrative ends with “And so…,” directing readers to holidaystory.com.

The payoff? A redirect to the BananaRepublic.com homepage.

C’mon, guys – all that copy is good foreplay. You built a strong off- to online bridge. And then you drop the ball with a bald, undisguised call-to-commerce.

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