CASE STUDY: American Eagle Outfitters Music Curation
TARGET: College Students
GOAL: FILTER teamed up with college radio stations from across the country to curate customized in-store music programs, unique editorial content, a cause marketing campaign and much more.
PROGRAM: Music is the universal touch point that crosses all boundaries; it's the common language that all people can relate to. Music has the power to inspire, to unite and to communicate where words cannot. FILTER executed a multi-platform music strategy that tied together the in-store experience with online promotions and content, festival activations and digital music partnerships. To reach the college market, FILTER worked with top college radio stations to curate and license each in-store music program for AE's network of 1,000+ stores. In addition, FILTER licensed an exclusive compilation CD to benefit relief and recovery efforts in Haiti. The CD, entitled Hear to Help, included Beck, Snow Patrol, Keane, Air, Black Rebel Motorcycle Club, Vampire Weekend and many more.
RESULTS: Fans looked to American Eagle Outfitters as music tastemakers. Consumers resonated with the in-store programs and often inquired about the music heard in stores which helped to generate a loyal following of readers who routinely followed our news updates, contests and exclusive downloads.