American Eagle Outfitters announced the launch of its new entertainment platform, 77Entertainment (77ETM). The new platform debuts with the premiere of “It's a Mall World” on August 1, a 12-episode series directed by Milo Ventimiglia of NBC's “Heroes.”
“Creating and delivering relevant content is another way for American Eagle to maintain a lasting connection with its customers, as well as promote discovery by introducing them to new artists,” said Kathy Savitt, executive vice president and chief marketing officer of American Eagle Outfitters. “By making 77E content available online, in stores and on television, American Eagle is aligned with how our customers live their lives every day.”
As a multi-channel entertainment platform, 77E will feature original and user-generated content on ae.com, in AE stores, on television, and on Web sites such as YouTube, MySpace and Facebook. The content will include a range of everything from music to comedy to reality to drama.
To celebrate the launch of 77E and the premiere of “It's a Mall World,” American Eagle Outfitters is hosting a “denim carpet” event in Los Angeles on July 31. Guests will receive a sneak peak into the creation and production of the comedy series.
The cast, including director Milo Ventimiglia, will sign exclusive “It's a Mall World” graphic Ts, posters and 45 records. An after party will feature entertainment by DJ Steve Aoki and gift bags including special edition “It's a MallWorld” graphic Ts.
marketing@alchempro.com
