Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Practicing the Subtle Sell of Placing Products on Webisodes

American Eagle Outfitters is at the forefront of a trend toward
advertainment, making videos to engross viewers while glamorizing a
brand.

~A

Practicing the Subtle Sell of Placing Products on Webisodes – New York Times
AMERICAN EAGLE OUTFITTERS, the retailer that sells jeans, T-shirts and hoodies for the 15- to-25-year-old set, has been at the forefront of the trend toward advertainment, in which companies make videos to engross viewers while glamorizing a particular brand.

Last summer, on its Web site, ae.com, American Eagle introduced a dedicated media channel called 77e, which plays music and videos. The idea was to make visitors intrigued enough by what they saw to entice them to click further and buy clothes. Much of the content on the channel has been commissioned specifically as entertainment and used the American Eagle brand almost incidentally.

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Filed under: advertising, Branded Entertainment, Consumer, Internet, trends, Video, video search, viral, VOD, widgets, WOM, youtube

One Response

  1. Christina says:

    Hi Ali,

    I found your blog interesting especially because I represent a company (Science + Fiction) who also is on the forefront of advertainment. They work with key brands like DOVE, NBA, CARESS and collaborate with celebrities to create great branded entertainment..

    The creators behind Science + Fiction (three of the most innovative professionals in the film, television and marketing industries) are pioneers in the Branded Programming industry. Here’s the link to their website. You should check it out.

    http://www.scienceandfiction.com/#page=work&section=featured

    Best,

    Christina

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