Eddie Bauer - Advertising Campaign Project

Our main goal is to influence millennials to purchase Eddie Bauer apparel.  In order to achieve this goal, we have a few smaller objectives. Eddie Bauer needs to inform millennials about what exactly they sell.  Through insights discovered on a blog titled Leapfrog and Lip Gloss, we realized many people don’t understand what type of clothing Eddie Bauer sells.  We also want to make millenials aware of new apparel that is used for urban and outdoor settings. 

Experiential marketing - Creating an event placed in major cities such as Seattle, Portland, Denver, Salt Lake City, etc., taking place for one month in each city held Friday - Sunday, showcasing new apparel in different settings; winter, desert, forests, and city nightlife. This will allow for people to experience the product for themselves.

Traditional media - Placing ads in each city with the event during peak hours leading up to each weekend. Ads will showcase the new product lines along with information on the event. Along with tv ads there will be billboards placed strategically around these cities two months before the event to increase awareness.

Earned media - using social media such as Facebook, Instagram, and snapchat to secure advertisement placement informing customers on new product lines that will be available for early access at these events. This creates highly engaging content for consumers to reach out and ask questions and get immediate responses. Additionally we will create our own snapchat filter that can be used and shared by anyone in these cities.

Partnerships - We will partner with several other brands, to cross promote Eddie Bauer and the event. We will partner with Jeep for an Eddie Bauer edition Jeep Wrangler, a typical vehicle used by my outdoor enthusiasts. We will also partner with Dogfish Head brewing to create the Eddie Bauer brew, called “The Trail Rider”. Finally we will partner with Uber to give free rides to these events, using the Eddie Bauer Jeeps.