CASE STUDY: Good Charlotte's Mad Picks Collection for Macy's American Rag
TARGET: 13-24, Females
GOAL: To widen the reach and increase sales of Macy’s American Rag brand by increasing appeal to music fans with an exclusive capsule collection for girls by Good Charlotte’s Benji & Joel Madden.
PROGRAM: American Rag launched the “Mad Picks” collection August 25, 2010 which was supplemented by 5 in-store concerts & signings from Benji & Joel Madden. Fans who purchased $50 of American Rag merchandise gained meet-and-greet access to the band as well as an exclusive acoustic download of the band’s hit new single. www.raggedmag.com served as an online hub allowing fans to view galleries of their photos with the band as well as videos & recaps from each appearance.
RESULTS: The “Mad Picks” collection sold out in stores across the country. Increased brand visibility via key press coverage from People.com, In Style, MTV Style, Coco Perez, and many more. Hundreds of fans attended each in-store appearance by the Maddens, purchasing American Rag merchandise to gain exclusive access to the band.