September 9, 2008, 12:00 AM

Tying content to e-commerce, American Eagle sponsors a concert and contest

Tying its e-commerce web site to content, American Eagle Outfitters will stream on its children-oriented web site 77kids.com a one-time concert with pop band Jonas Brothers. The concert will take place Nov. 14 and will be shown at 77kids.com on Nov. 16.

Tying its e-commerce web site to content, apparel retailer American Eagle Outfitters will stream on its children-oriented web site 77kids.com an exclusive one-time concert with pop music band Jonas Brothers. The concert will take place Nov. 14 and will be shown at 77kids.com on Nov. 16.

The web showing will be a one-time-only event that will include concert performance footage, interviews and other exclusive content.

"The Jonas Brothers are a musical phenomenon," says Kathy Savitt, executive vice president and chief marketing officer. "We`re excited to bring their magic to the launch of the 77kids brand this fall."

77kids is also running a sweepstakes in which seven girls and seven boys will win the chance to attend the concert in person, including airfare and hotel accommodations. Customers can register beginning today through Oct. 4. Parents or guardians 21 years or older are eligible to win on behalf of children ages 2 to 14. Sweepstakes winners will receive backstage passes.

The sweepstakes and concert promotion will mark the launch of the 77kids collection beginning Oct. 21. The collection is aimed at children 2 to 12.

77kids takes its name from the fact that American Eagle Outfitters was founded in 1977. American Eagle Outfitters ranks No. 59 in the Internet Retailer Top 500 Guide. Chris Conrad, senior director direct channel for American Eagle Outfitters, presented at IRCE 2008. His audio-visual presentation is available on CD-ROM.

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