Using Clothing Tags For Marketing Campaigns

Urban apparel brand Sub-Urban has created a campaign to promote its clothes with tags that contain a mini-dvd that offers free music downloads and competitions. The press release says:

The next-generation marketing campaign, conducted in conjunction with recording industry leader EMI Music Publishing, attaches a unique digital “hang tag” to thousands of Sub-Urban’s clothing products currently shipping to retailers. The hang tags contain a mini-DVD for computers, which connects customers to Sub-Urban’s various online marketing initiatives. The interactive DVD’s contents includes free music downloads, opportunities for additional shopping and other online links to Company sites.

The campaign leverages the latest techniques in digital age marketing to build cross-brand awareness between Sub-Urban’s lifestyle and fashion brands and the music and pop culture at the heart of Sub-Urban’s target market. EMI is the world’s largest independent music company, operating in 50-plus countries. It represents more than 1,000 artists, including The Beatles, The Rolling Stones, Nora Jones and Coldplay, and owns the rights to over one million titles.

The digital hangtags contain free musical downloads from musicians such as rock artist Hedley and urban star Chingy. Hedley has been nominated for two Junos Awards (Rock Album and New Group of the Year). The band has a certified platinum record album and has booked a nationwide tour with another popular rock artist Simple Plan. Chingy is a St. Louis hip hop artist whose breakthrough debut album, “Jackpot,” went triple platinum in 2003.

Press Release