NEW YORK — American Eagle Outfitters has launched its fall 2013 Project Live Your Life campaign with the debut of its "Rock Your Walk" video, featuring cameos by well-known fashion personalities. But the retailer is also turning to social media to make consumers a part of the campaign.
The retailer aired the Rock Your Walk video at its Times Square store July 30. It is asking consumers to create their own videos, which will be aggregated to the original so that at the end of the campaign, Rock Your Walk will feature a series of videos which showcase the latest collection of American Eagle jeans. The retailer is referring to the collection of videos as “the longest-ever denim runway, from New York to Los Angeles.”
The "Rock Your Walk" initiative is a progression of the brand's ongoing "Live Your Life" campaign that first debuted in fall 2012 and has since evolved into video format.
In partnership with the music discovery application Shazam, as an added layer to the multimedia experience, the national "Rock Your Walk" commercial spot will feature an exclusive remix of Bruno Mars' song "Treasure." The original version of the song will be available for free download when viewers use Shazam during the commercial airing from August 9 through August 25.
"'Rock Your Walk' is a way for our fans to leave their digital footprint behind and be a part of our on-going 'Live Your Life' campaign. We're constantly inspired by our customers," said Michael Leedy, chief marketing officer, American Eagle Outfitters. "Our 'Live Your Life' campaign has been a huge success because it resonates with our customers desire to tell their story and express their optimistic, individual style."
Consumers can begin uploading their own “Rock Your Walk” videos July 31 online from their computer or mobile devices via Instagram or Vine. Participants' videos will be added to the ongoing runway video as it travels across the country, and the one deemed best of the best submitted will earn the opportunity to be featured on American Eagle's 15,000-sq.-ft. LED billboard screens in the heart of NYC’s Times Square. Participants will be asked to include a creative name for their walk, their location and what American Eagle jeans they're wearing with their submitted videos. Participants will also receive $10 off a purchase of $40 or more once their video are uploaded.
American Eagle Outfitters is a leading global specialty retailer offering on-trend clothing, accessories and personal care products under its American Eagle Outfitters and Aerie brands. The company operates more than 1,000 stores in North America, and ships to 81 countries worldwide through its websites. American Eagle Outfitters and Aerie merchandise also is available at approximately 57 international franchise stores in 12 countries.