Yesterday we told you about the Banana Republic/AMC cross-promotion likely to have Mad Men fans dressing like the Drapers come spring.
But it now appears that the retailer’s relationship with AMC is not exclusive–as anyone at Sterling Cooper Draper Pryce will tell you, it often pays to have a little something going “on the side.”
Just in time for Valentines Day, Banana Republic’s global spring campaign centers on a single concept — love. Aww.
In order to get customers in the mood, the retailer will kick off its amorous rollout by hosting in-store mixers co-sponsored by Match.com. These after-hours soirees, hosted in cities like New York, Los Angeles, San Francisco and Chicago, will be open to members of Match.com’s Stir events program, who can mingle with fellow cardigan-wearing singles while sipping cocktails and enjoying discounts on merchandise.
Oh, and fear not for the lonely hearts who will leave these gatherings alone; every attendee will receive a free Billy Joel CD to keep them warm on the long, cold winter nights. (Ed. note: We now assume that these events are open only to the 50-and-over set.)
Banana Republic also recruited popular lifestyle and fashion blogger Joy D. Cho of Oh Joy! to spread the love by recreating her first date with her husband (while decked out in BR clothes and in front of cameras, of course) and posting the photos on the retailer’s Facebook, Twitter and Instagram pages. In an effort to get customers to share their own love stories (while promoting Banana Republic), the social media campaign urges lovebirds to post their own images of hearts to Twitter or Instagram using the hashtag #BRlove for a chance to be featured in the BR Facebook Valentine’s Day Album.
Banana Republic’s global CMO explained that the company wants “to be able to engage with our customers at a deeper, more dimensional level, and to be able to create content that showcases our product.”
Translation: user generated content forever!
Love and Mad Men and springtime, oh my! We look forward to seeing how these cross-promotions play out even though we can’t help but feel a twinge of regret about the whole Valentines-Day-is-run-by-the-card/candy/clothing companies thing.
Still, we’d be willing to bet that Banana Republic has the Grinches and lonely Billy Joel fans covered too–those cardigans do come in black, after all.