Teen direct marketer Delia’s will feature international rock star Shakira in a spring promotion the company says is its largest-ever cross-channel promotion. The promotion will integrate the marketing efforts of its web site, catalog and stores. Shakira will be on the cover of the Delia’s spring catalog, which also will feature copy driving readers to visit Delias.com. Both the catalog and the web site will provide information about a cross-channel gift-with-purchase offer (a video-enhanced CD of Shakira’s recent hit single recording with $75 purchase) as well as a contest with prizes including Shakira’s autographed guitar, shopping sprees at Delia’s, and autographed copies of the singer’s latest CD.
Shakira also will be featured on the Delias.com home page, with links to an interview with the signer and information about the gift-with-purchase program and the contest; shoppers will be able to enter the contest online. E-mail blasts on the program and contest will go out to more than 1 million Delia’s e-mail subscribers as well as to subscribers to the singer’s fan web site, Epicrecords.com and Sonymusic.com. The fan web site and Epicrecords.com site will feature banners linking to Delias.com to cross promote the program.
Meanwhile, Delia’s 46 retail stores will feature giant photo blow-ups of the singer in store windows, along with merchandise reflecting Delia’s take on the singer’s Bohemian-inspired fashion style. Both storefront signage and point of sale signs and ballot boxes will remind shoppers about the program and let them enter the contest at the store.
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