By Katie Cooke
American Eagle’s #AExME campaign stands for freedom, individuality and difference. For the expressive youth that comprise their target demographic, music festivals are the ultimate creative playground.
When initially concepting, MKTG was inspired by the phenomenon of synesthesia – an inter-sensory connection to music through emotions as words and/or colors. From this idea, the #AExME music festival experience was born.
At its second stop of the summer, the onsite American Eagle experience at Lollapalooza allowed the general public, plus a hand-picked contingent of 40+ international and domestic influencers, to express how music made them feel. Translating their emotional responses to color, they were directed to one of four corresponding Instagrammable rooms for unique body mod offerings to “complete their festival look”. Upon exit, all guests received a branded, clear fanny pack accented in their mood’s color.
Even more perks awaited AEO Connected loyalty members on the roof deck – a fanny pack personalization station with tassels, patches and gemstones, aura readings, free Wifi, charging stations, pop-up musical performances, and random drops of AE gift cards. American Eagle surprised select Loyalty members with special access to the backstage lounge at the AE stage, which included on-stage viewing opportunities for loyalty members and influencers to watch their favorite performers.
As an additional highlight, 10 loyalty members were surprised with once in a lifetime passes to meet Lil Wayne backstage after his performance as a celebration of his new Young Money x AE collaboration.
MKTG also orchestrated a hosting program for 25 of American Eagle’s international influencers, who enjoyed an amazing day of local experiences in Chicago including an AE store shopping excursion, followed by 3 jam packed days at the festival.
The program was a true team effort, both internally and externally. We worked with multiple clients at American Eagle including their Media + Digital, International, Social, Creative and Brand Activation teams. Internally, we leveraged experts on the MKTG Account, Production, Creative, H&E, S&E and Video Content teams across 5 different MKTG offices.
The result of our holistic efforts? We drew more than 4,500 guests over 4 days, enrolled more new AEO Connected loyalty program members on day 1 than all of Lolla in 2018, showcased AE across the globe with 1450+ Instagram Stories from 24 international influencers resulting in 88.9 million impressions and were one of the most highly attended and talked-about experiences at the festival.
For more information or for an official case study, please contact [email protected]
Via:: MKTG Blog