“Live Your Life” campaign by American Eagle Outfitters

“Live Your Life” campaign by American Eagle Outfitters

The “Back to School” campaign of American Eagle Outfitters features real people, namely students, a professional basketball player, an actress, a fashion blogger, a magazine editor, a surfer, a contractor, a musician, a designer and an artist, all in all fifteen people

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The campaign celebrates individual style through unique real people and how they express themselves in American Eagle Outfitters jeans, thus putting the customer at the centre of the brand. Each campaign member shows off a unique denim fit and the multitude of looks you can build with a great pair of jeans and the colourful tops and accessories available, illustrating American Eagle Outfitters commitment to individuality, and the spirited optimism of the brand.

Beginning July 23, 2012 customer can win an opportunity to be featured in the Spring 2013 Campaign by submitting a photograph and answering personal style questions online. The entrants will then share their submission with their social network to get votes. The top 250 people with the highest votes in each of the 15 jean fits will be displayed on the website of American Eagle Outfitters and are also available as mobile app. The company will select one winner from the top 250 in each category weekly for four weeks and on the fifth week the winner will be determined by a public vote on August 30. Nine women and six men will win a spot in the Spring 2013 Campaign as well as a cash prize.

The “Back to School” campaign will be advertised in national broadcast, cable outlets including ABC, NBC, MTV, CW, Comedy Central, E!, STYLE, as well as ABC Family, magazines, including Cosmopilitan, Nylon, People StyleWatch, sEventeen, Teen Vogue and US Weekly. Targeted digital outlets form also part, namely Hulu, Facebook and YouTube and as outdoor advertisement in Times Square and SoHo.


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