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.
Mother’s Day is big business for brands of all kinds. The National Retail Federation reports Americans spent upwards of $170 each on gifts ... read more
At ClickZ Live New York, we spoke with Hilton Worldwide's Melissa Walner about the brand's digital spend balance and the challenges of infrequent interaction.