American Eagle Launches #LiveYourLife Campaign
American Eagle has launched a campaign targeted to its Gen Y consumers entitled “Live Your Life.” The contest applies game mechanics in a non-virtual environment, complete with vote aggregation that levels up each week, and calls for competition between schools and other classmates for those who participate. The American Eagle campaign shows marketers that keeping it simple and engaging is the best way to social campaign success.
American Eagle contest notes read: “Inspired by those who take what we make and make it their own, we want you to be in our next campaign. Show off your individual style in your favorite jeans.”
In order to participate, customers must create a profile and leverage their social networks to collect votes. Each week, the votes determine who will be in the top 250 of each fit. American Eagle will pick one entry from the top 250, and the top contestants will move on to the final round for their chance to win a spot in the next American Eagle campaign photoshoot.
Participants can also enter both students and alumni from their school to compete against classmates and fellow alumni from other schools. Each week, the five schools with the highest number of combined votes will be featured on the American Eagle Times Square billboard.
Each entrants’ profile can include 1–5 photos, answers to a few personal questions and even a video showing how you “Live Your Life.” Participants can add new pictures or video and edit their profiles on Mondays and Tuesdays. The rest of the week, participants will be expected to share their profiles with their friends for votes.
To collect votes, entrants must share their profiles with as many people as possible. The top 250 contestants with the most votes in each fit are shown in American Eagle’s main gallery.