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American Eagle’s Try at Entertainment Marketing

Today’s USA Today focused on American Eagle’s try in the land of entertainment marketing. The outfitter plans to create a 12-episode series entitled, “Mall World,” a comedy where the main characters will wear AE clothing. Shows will be aired on MTV and at AE.com.

Obviously, this is one of many organizations that have tried their hand at entertainment marketing, from the groundbreaking BMW Films, to the wildly popular “Tea Partay” from Smirnoff.

Who knows if this will be successful, but AE is on the right track. Good content, targeted to a particular audience, is today’s brand driver. Success will be purely on the shoulders of how engaging the content will be to this 12- to 25-year-old audience. Too much selling in the episodes and these will die a short death. It’s an easy concept, but hard to implement.

Joe Pulizzi

Joe Pulizzi

Joe Pulizzi is the bestselling author of seven content marketing books including his latest, Content Inc. He has founded four companies, including the Content Marketing Institute (CMI), and his newest venture, The Tilt. His podcast series, This Old Marketing with Robert Rose, has generated millions of downloads from over 150 countries. He is also the author of The Random Newsletter, delivered to thousands every two weeks. His Foundation, The Orange Effect, delivers speech therapy and technology services to children in 35 states. Follow him on Twitter @JoePulizzi.