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AMC And Banana Republic Extend 'Mad Men' Marketing Promotion For A Second Year

By: Gap Inc |  15 Shares     235 Reads

"Mad About Style" Campaign Offers "mad Men" And Banana Republic Fans A Style Guide And Chance To Win A Walk-on Role For The Fourth Season Of Amc's Award-winning Drama

July 07, 2010 // Franchising.com // New York, NY – Building off the success of last year's inaugural marketing promotion and to celebrate the much-anticipated fourth season of AMC's "Mad Men," the network and Banana Republic are extending their promotion for a second year to feature "Mad Men" in all of Banana Republic's North American retail locations. The "Mad About Style" campaign launches in-store the week leading up to the season premiere on Sunday, July 25 at 10pm EST/CST.

From July 21st through August 11th, "Mad Men" is promoted in every Banana Republic retail location, in more than 400 stores, throughout the U.S. and Canada. Banana Republic is creating a Style Guide featuring the versatility of stylish dressing – from 9-5 and dinner at 8, from the corner office to VIP lounge. The Guide features "Mad Men"characters and images alongside Banana Republic looks, and is available in-stores while supplies last. Banana Republic windows also showcase mannequins dressed in modern looks to wardrobe a stylish life, along with "Mad Men" imagery and season four tune-in details.

In addition, "Mad Men" Costume Designer, Janie Bryant, and Banana Republic Creative Director, Simon Kneen, bring select Style Guide concepts to life on video blogs posted at amctv.com/videos/mad-men/ and facebook.com/bananarepublic. This bonus content gives fans direct access to the stylish creatives that drive the fashion for both brands.

AMC and Banana Republic are also encoring a Casting Call, a co-sponsored contest where customers can enter to win a walk-on role for an upcoming "Mad Men" episode plus a $1,000 gift card from Banana Republic. With over 2 million votes tallied from last season's campaign shoppers again are able to pick-up their "ticket" to enter the contest at any Banana Republic store in the U.S. and Canada between July 21st and August 11th. Customers may also use the free casting call code found on the Style Guide to enter the Casting Call at madmencastingcall.amctv.com. This code allows customers to upload photos of themselves wearing their best "Mad Men" look, male or female. Banana Republic is also sending emails to its customer database spotlighting the Casting Call contest and promoting tune-in to the season four premiere. AMC is pre-promoting the Casting Call contest on-air and online, driving consumers to the Banana Republic retail locations. The winner is to be selected by "Mad Men" creator Matthew Weiner.

"The iconic style depicted in 'Mad Men' is unquestionably a character in the show, and the Banana Republic promotion is testament to the broad influence the series has had on the world of fashion design. The promotion leverages the strength of both brands to cross-promote the upcoming season and showcase two brands that share a strong passion for style," said Charlie Collier, president of AMC. "To have a promotion of this size and scope around a multiple season premiere underscores the strength of both brands."

"Mad Men and Banana Republic are both mad about style. Banana Republic is known for its versatile fashions, with modern takes on 1960s icons like the pencil skirt, cardigan, and suit – which is why our collaboration with Mad Men is a natural fit," said Jack Calhoun, president of Banana Republic.

"Mad Men" made history as the only cable series to win back-to-back best drama Emmy® Awards and the only series to win the Golden Globe® Award for Best Drama for 3 consecutive years. "Mad Men" burst onto the scene when it debuted on AMC in July 2007 and quickly became one of the most talked about series on television. Set in 1960s New York, "Mad Men" follows the lives of the ruthlessly competitive men and women of Madison Avenue advertising. The award-winning ensemble includes: Golden Globe-winner Jon Hamm, January Jones, Elisabeth Moss, Vincent Kartheiser, Christina Hendricks, and John Slattery and guest stars legendary stage and screen actor Robert Morse.

"Mad Men" is created, written and executive produced by Matthew Weiner (Executive Producer/Writer, "The Sopranos"), co-executive produced by Scott Hornbacher ("The Sopranos"), and produced by Lionsgate. AMC's Joel Stillerman, SVP of original programming, production and digital content and Susie Fitzgerald, SVP of scripted development and current programming oversee development and production for the network.

About AMC

AMC reigns as the only network to ever win the Golden Globe® Award for Best Television Series - Drama three years in a row and the only basic cable network to win back-to-back Primetime Emmy® Awards for Outstanding Drama Series. Whether commemorating favorite films from every genre and decade from the most comprehensive library or creating acclaimed original productions, the AMC experience is an uncompromising celebration of great stories. AMC's original stories include the Emmy® Award-winning dramas Mad Men and Breaking Bad, and insightful non-scripted programming such as AMC News. AMC further demonstrates its commitment to the art of storytelling with curated movie franchises like AMC Hollywood Icon and AMC Complete Collection. Available in more than 95 million homes (Source: Nielsen Media Research), AMC is a subsidiary of Rainbow Media Holdings LLC, which includes sister networks IFC, Sundance Channel, WE tv and Wedding Central. AMC is available across all platforms, including on-air, online, on demand and mobile. AMC: Story Matters HereSM.

About Banana Republic

Banana Republic is a global accessible luxury brand that delivers modern, soulful and effortless style. Lifestyle collections include apparel, handbags, jewelry, fragrance and eyewear, and are characterized by elevated design and luxurious fabrications at approachable prices. From work to casual occasions, Banana Republic offers covetable, uncomplicated style.

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