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.