January 15th, 2013
Global brand experience agency, Jack Morton Worldwide, together with Cotton Incorporated, recently unveiled a three-phase campaign aimed at showcasing the versatility of cotton. The campaign – which culminates with Cotton’s 24 Hour Runway Show March 1 – 2, 2013 – takes place off the heels of last year’s premiere runway event, which generated more than 87.5 million media impressions.
“This year’s twist on the overall campaign is ‘America’s Style’ illustrating how cotton offers the versatility to serve every lifestyle, from every region of the country,” said Ric Hendee, Senior Vice President, Consumer Marketing for Cotton Incorporated. “We’re excited to partner with Jack Morton once again to bring this concept to life and believe there is no better way to tell this story than with a program deeply rooted in experiential marketing, both live and online.”
As a lead-up to the 24 Hour Runway Show – aptly coined Road to the Runway – Jack Morton, together with Cotton Incorporated, has partnered with six high-profile fashion bloggers, each representing a different region of America, to help uncover different cotton looks representative of their region. The fashion bloggers have been providing regional fashion tips and insights on their respective blogs, bringing local flavor to Cotton’s 24 Hour Runway Show and rallying others to show their regional cotton style by uploading photos to people.com/cotton24hours.
Through February 12, 2013, the public will vote on 48 regional finalists on people.com/cotton24hours and select the winning six regional styles. The winners will receive $2,500 and a VIP, backstage pass to Cotton’s 24 Hour Runway Show, which will feature 1,440 looks (one per minute). The event kicks off at 8pm EST March 1, 2013 and ends at 8pm EST March 2, 2013 in South Beach, Florida. It will also feature celebrity hosts, musical talent, webcast interview segments and consumer engagement via a dedicated social media campaign.
As the lead creative agency, Jack Morton also developed the post-event concept, Shop the Runway, in which consumers can shop featured runway looks at participating retailers. In addition, all 1,440 runway looks will be available to the public via an interactive look book. For complete campaign details, visit people.com/cotton24hours.
“This campaign really encapsulates everything that makes a brand experience great – looking at every single touch point along the consumer journey and extracting the greatest value from those interactions,” said Jude Braunstein, Director of Operations for Jack Morton. “We’re incredibly lucky that Cotton Incorporated shares our passion for building an experience brand that breaks through the clutter and connects with real people.”