American Eagle Outfitters Inc. (Warrendale, Pa.) will be partnering interactively with programming on the new CW network to promote aerie, its new line of intimates and dormwear for girls 15 to 25.
The promotion, called “aerie Tuesdays on The CW,” will feature a series of 30-second interstitial episodes in which six real-life aerie customers take inspiration from the themes of the TV shows “Gilmore Girls” and “Veronica Mars,” and discuss how they relate to and impact their own lives.
Additionally, the segments will chronicle the actual experiences, dreams and emotions of these six girls throughout the season. The aerie girls will also discuss Veronica Mars and Gilmore Girls plot lines and character development each week. Customers will be able to visit http://www.aerie.com/ for “aerie Tuesdays on The CW” exclusive content and activities, including weekly trivia contests in which winners receive AE shopping sprees, or even the chance to make a cameo appearance on one of the shows.
“American Eagle selected 'Gilmore Girls' and 'Veronica Mars' because we believe they are among the most intriguing, well-written shows on television, as well as being provocative and inspirational for aerie girls everywhere,” said Kathy Savitt, chief marketing officer of American Eagle Outfitters.
“aerie Tuesdays on The CW” will air between 8 and 10 p.m. beginning on Oct. 3, 2006, and continuing through Dec. 5, 2006. Concurrently, the two TV series will be promoted in 818 American Eagle stores across the country with in-store signage and exclusive footage from the two shows appearing on in-store video screens. Cast members will visit AE stores to conduct impromptu autograph signing sessions. The shows will also be featured in AE and aerie shopping bag stuffers and customer e-mail campaigns.