American Eagle announces initiatives across TikTok, Roblox and Meta Quest 2
American Eagle Outfitters has announced American Eagle (AE) initiatives across Meta Quest 2 and a campaign with TikTok’s SoundOn platform.
AE recently launched its fall 2022 Back To School (BTS) campaign featuring Gen Z musicians Blu DeTiger, spill tab, duo Tabakian x Tanisako.
It is delivering music experiences in the metaverse, in-store activations, and a hashtag challenge on TikTok featuring a custom song written by a Gen-Z creator.
“This season, we are excited to offer our community multiple ways to express their personal style through a series of activations meant to inspire customers to pair the jeans they love with the music they love,” says Jennifer Foyle, President - Chief Creative Officer, AE and Aerie.
“As a leader in innovation, American Eagle is the first to partner with TikTok’s SoundOn platform to continue to collaborate with emerging creators and artists, and provide them with a space where they can share their passion for music with the world.”
First ever brand campaign with TikTok’s SoundOn
SoundOn, TikTok’s new music marketing and distribution platform, allows artists to upload their music directly to TikTok and over 90 other platforms to begin earning royalties.
AE tapped emerging TikTok artist Katherine Li to update a portion of her forthcoming release as the AE BTS anthem. Li and five creators will use the song to kick off a dedicated HTC on 23rd August, inviting users to create a music video while wearing AE jeans and using the hashtag #AEJeansSoundOn.
The HTC will end on 25th August with AE selecting three winners to receive a gift card valued at $3,000, and their video will appear on its Times Square billboard.
Behind the scenes of Back To School via Meta Quest 2
AE says it will be the first brand to offer customers the in-store experience of viewing a 360 video on Meta Quest 2.
Within eight locations across the US, consumers can experience a behind the scenes video of the brand built-out studio space, shot specifically for the VR technology, featuring AE’s 2022 BTS campaign.
The experience will premiere in-stores on 20th August, and fans of the brand can also view at home through FB 360 Video or YouTube 360 video.
BTS Bash on Roblox
On 19th August, the BTS campaign headliner Blu DeTiger will perform her song Vintage on a custom indie pop themed stage.
DeTiger’s stage will feature a “like” module allowing audience members the opportunity to interact with the performance by being able to hit a like button.
Players can also participate in a BTS themed scavenger hunt to unlock custom AE toys and plushies.
The brand’s club will feature two DJ booths, playing hip hop/R&B and pop/dance music, each with their own merch stand.
