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NEW YORK In an effort to reach teens, the Original Arizona Jeans Co. learned a lesson: It’s often better to go to them. The brand’s first major marketing foray centered on the September debut of its e-commerce site, azjeans.com.
But it quickly found that social media outlets like MySpace, Facebook and instant-messaging services provided the most effective ways of connecting with its 15- to-19-year-old audience.
“Teens are jaded,” said Jennifer Dillahunty, account director at Austin, Texas, independent digital agency T3, which led the effort.
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