L.e.i. Brand Teams With Country Music Star Taylor Swift In Mobile Marketing PUsh

Taylor Swift is moving quickly into mobile.

The 18-year-old triple-platinum singer-songwriter has just signed a deal to become the face of Jones Apparel Group's L.e.i. denim jeans and tops for the company's year's back-to-school campaign this coming August.

The integrated print/online/mobile campaign, called "This is L.e.i. Country" includes a mobile component aimed at connecting with the brand's youth audience.

"The ad campaign's creative direction takes inspiration from Taylor as one of America's youngest and fastest rising country music superstars," says Stacy Lastrina, Jones Apparel Group, Executive Vice President Marketing, in a statement. "The innovative marketing support will be launched through an integrated, multi-media format including a print, online and mobile marketing campaign, and will include prominent point of sale visual support within Wal-Mart stores."

In BRANDING UNBOUND the book, I look at how Britney Spears, Justin Timberlake, Green Day, 50 Cent and others have used mobile to sell content, and how brands use it to connect with consumers. Now, we're increasingly seeing a combination of the two as marketers begin to realize if you're selling to youth, your effort has to include the "sell phone."

Read more about the Swift/L.e.i. effort here.

And read more about the book, here.

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BRANDING UNBOUND The Blog
BRANDING UNBOUND The Book
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