American Eagle Outfitters Goes Primetime

American Eagle Outfitters is teaming up with The CW Network that puts the retailer's new Aerie line of dorm wear and intimates in a starring role during episodes of Veronica Mars and Gilmore Girls.

In its first-ever partnership, American Eagle Outfitters will produce 30-second episodes to be embedded in The CW shows that feature real-life Aerie customers (12 in all) discussing show themes and how they relate to their lives, their experiences and dreams. In addition, the girls, who will be dressed in the Aerie line, will chat about the shows' characters and plot lines each week.

The spots will air between 8 and 10 p.m. starting Oct. 3 as part of Aerie Tuesdays on the CW and online at Aerie.com. Fans can find exclusive content and trivia contests, in which winners will earn American Eagle shopping sprees and the chance to make a cameo appearance on a show.

The new line, which launched this month, targets girls 15 to 25. The collection includes bras, underwear, camis, robes, boxers, sweats and leggings.

American Eagle (AE) is in the process of choosing 12 girls who belong to the brand's All Access Pass rewards program. The program has more than 5 million members. The girls will be divided into two groups of six, one representing Veronica Mars and the other one representing Gilmore Girls.

The retailer will further promote the two shows in 818 AE stores nationwide with in-store signage and show footage on store video screens and via e-mail campaigns and shopping bag stuffers. Veronica Mars and Gilmore Girls cast members will make surprise visits to select AE stores for autograph sessions. The campaign runs through Dec. 5.

For more coverage on entertainment marketing
For more coverage on marketing at retail