Last Sunday’s season premiere of “Mad Men” clearly did some major business social media-wise. Reportedly, 106,000 comments were made in the social realm by 64,000 commenters. And AMC successfully helped build anticipation with its “Mad Men” themed digital goodies, including a Cocktail Culture app and a party guide. Now, other brands and and retailers are looking to draw in customers with a little help from the Sterling Cooper Draper Pryce clan in email marketing and product spotlights.
First we have old favorite Banana Republic. The retailer previously collaborated for a Mad Men inspired line that proved to be a great success. Now, they’ve returned with a new collaboration created with “Mad Men” costume designer Janie Bryant. The brand sent emails out at the beginning of March to help build anticipation for the premiere and the line.
Estee Lauder is also getting in on the “Mad Men” collaboration bandwagon, with their exclusive limited edition Mad Men Collection. They’ve even worked the inspiration into their tagline – “Shake. Stir. Seduce.”
Of course there are also retailers who have taken a cue from the AMC darling without direct collaboration. Mulu, a retail recommendation site, sent out an email the morning after the premiere that was boasting “Mad Men” and ’60s inspired goodies.
Even Barnes & Noble got in on the fun with Sterling Cooper Draper Pryce-themed reads for the NOOK.
Although some of the aforementioned brands do great business on their own – Banana Republic is a prime example – we’d love to see the results from their “Mad Men” promotions and products.
What do you think of retailers tying products into a premiere? Do you think it’s a great opportunity to win new business? Or do you think it’s only beneficial for a short-term period of interest? Share your thoughts with us! And if you’re inspired by the “Mad Men” email marketing tactics by the aforementioned retailers, check out our helpful hints on email marketing tactics.
