CNN prints headline T-shirts
(Credit: Mooneythinks)CNN is now printing one-off American Apparel headline T-shirts. The new feature (in beta) allows you to order them from the CNN web site -- with the headline, time-stamp, and CNN logo on it.
Pretty cool. CNN gets it. Their T-shirt campaign exhibits all the key ingredients of contemporary marketing genius.
Instant: Merchandising in real-time, tangibly tied with world news.
Artificially scarce: The headlines are only available to be printed while the headline is in the current news section.
Customizable/hackable: The T-shirts are customizable. You can put your own headline on them simply by changing the text in the URL.
Personal: The message is clear -- you are the news.
Convergent: Digital and physical domain converge. You can wear online news on your body.
Social: The T-shirts are perfect conversation starters ("Why this headline?;" "Where were you when that happened"?) or outlets for political statements ("Clinton endorses Obama").
Viral: Because it's social, it's viral.
Tim Leberecht is frog design's vice president of marketing and communications and has worked in the media, entertainment, and high-tech industries. He is a member of the CNET Blog Network, and is not an employee of CNET.
- Topics:
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Media,
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Entertainment,
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Design,
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Brand,
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Innovation,
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Digital,
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Convergence,
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Divergence
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social media,
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CNN,
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social marketing,
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conversational marketing,
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advertising,
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marketing,
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viral marketing
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