The following pages represent an overview of the platform MAC Presents developed for leveragingthe partnership between top fashion brand rag & bone with AT&T and Samsung, along with activitieswith fashion bloggers during New York Fashion Week (Feb 9-16, 2012). The program was designedto target the creative, educated and upwardly mobile consumer who is tech-savvy and wants the latestin advanced technology in order to stay socially and creatively connected on-the-go.
rag & boneFounded in 2002, Rag & Bone had one very clear vision in mind:to make clothes that they and their friends would love to wearevery day. With no formal fashion training, Marcus Wainwrightand David Neville set about learning how to make jeans. Theybelieved that denim represented the history, authenticity andfundamentals of classic work wear that they would strive to reflectin their designs.Beginning in Kentucky, Rag & Bone surrounded themselves withpeople who had been making patterns, cutting fabric and sewingtheir whole lives. Working with these kinds of craftsmen taughtthem the importance of quality, craftsman-ship and attention todetail early on. These principles soon became the keystones of therag & bone philosophy, the definition of what clothing can andshould be. With these principles in mind, whenever possible rag &bone produces the majority of their garments in U.S. factories thatstill sew clothes the same way they did 50 years ago. Rag & Bonewas one of the winners of the 2010 CFDA’s awards for theirmenswear and in March 2010 the brand was included inStyle.com’s Top 10 Fall collections for their Everest-expeditioninspired women’s wear. rag-bone.com facebook.com/ragandbone.newyork
the partnershipIn an effort to target the influential fashion and tech savvy crowd, AT&Tand Samsung have partnered with rag & bone to design two exclusivecases for the Galaxy Note device.Overview of Services:• Creative conference calls with rag & bone’s designers Marcus Wainwright and David Neville.• Sketches/concepts submitted for case designs and packaging.• Full production day with rag & bone’s Marcus and David to capture photo/video assets; AT&T and Samsung have usage rights including the rag & bone logo and approved images/video footage for a print/TV/online campaign.• rag & bone’s Marcus and David participated in two NYC-based Public Relations/Promotional dates with national and global media publicizing the partnership.• rag & bone’s Marcus and David hosted the official Galaxy Note launch event on February 14th in New York City (fulfills one service day). Term: 1 year Territory: USA
production dayAT&T and Samsung had one full production day with rag & bone’s Marcusand David that was utilized to capture still photography and video that wasused in marketing/advertising tactics supporting the partnership.The services of award winning photographer Danny Clinch were secured tocapture and direct both still and video content. Three images were selectedfor approval for use in all marketing efforts. A :30 second TV commercialwas created. B-roll footage was captured to provide a “behind the sceneslook” of the shoot for Facebook video content. Laird+Partners was retainedto develop storyboard concepts as well as to develop an ad package.Production Day Date: January 12, 2012Location New York City, rag & bone showroom and rag & bone retail storeDirector Danny ClinchFilm Production MILKT Films
pr/marketing planPublic RelationsAT&T/Samsung and rag & bone mutually approved one press release announcing partnership fordistribution the week of February 6th. Two publicists were retained to service the release and to obtaineditorial coverage in both fashion oriented outlets as well as mass media news services.MarketingTargeted advertising, featuring rag & bone designers with the Galaxy Note, was developed and placed inkey locations in New York City to coincide with the Galaxy Note’s release and the New York FashionWeek. Tactics included:MTV Video Billboard on Times Square – AT&T/Samsung received 2 minutes of air time per hour eachday and included a one hour roadblock. Billboard is located on Broadway between 44th Street and 45thStreet. Campaign ran February 6th through May 11th.Billboard Magazine – AT&T and Samsung received a high impact media package featuring homepageand Hot 100 page takeovers on billboard.com, banner ads on high traffic web pages on billboard.com,sweepstakes promotion to drive consumers to co-branded Facebook page, promotion on billboard.com’s“The Hook” (Fashion and Style blog). Billboard also promoted the AT&T/Samsung/rag & bonesweepstakes via its Facebook page and Twitter feed.
pr/marketing planFacebook – A co-branded Facebook page with custom tabswas created to host video content, still photography andsweepstakes. Custom tabs were “fan-gated” to increaseconsumer engagement. A tab showcased the Galaxy Notedevice with a link pushing consumers to a point of purchasesite. Daily sweepstakes prizes have included $40,000 worthof rag & bone gift cards, rag & bone merchandise andGalaxy Note devices.Facebook Advertising – Geo and demo targeted Facebookadvertising was implemented to drive consumers to the co-branded Facebook page.Bus Shelter Advertising – 25 posters were featured in keylocations in New York City. Creative promoted theSamsung Galaxy Note and rag & bone the week ofFebruary 20th.
pr/marketing planWomen’s Wear Daily (wwd.com) – Runway Package (flight 2/9 – 3/21) included exposure throughoutNY, London, Paris and Milan Fashion Week show reviews and slide shows, banner ads (728 x 90, 300 x250), 100% ownership of all major Runway landing pages (2/22 – 2/28),RUNWAY, Fall/Winter 2012, thecurrent schedule of FW shows, and current index page for most recent show reviews, 4 ads (728 x 90, 300x 250,300 x 100, 300 x 250) and opportunity to run high impact skin on all major landing pages, PremiumRun of Site Impressions across WWD.COM 2/9 – 3/31 (includes 2 banner ads), Logo Sponsor of theFirst Ever RUNWAY Channel Module on the WWD.COM Homepage 2/9 – 3/31, High SOV beginningwith the first NYFW Show running till the end of Collections – 88 x 31 banner, Week in ReviewNewsletter Sponsorship 2/11, Sent to 11K+ opt-in subscribers every Saturday recapping the week’s biggestnews stories including major RUNWAY headlines (includes two banner ads).The Daily Magazine and dailyfrontrow.com – included Homepage Takeover with Skin (2/11, 2/14, 2/16)with 3 banners (300x600, 728x90, 468x60) and 1 skin (1300x5424), FIX Category Sponsorship (2/6-2/11)with three banner ads (728x90, 300x600, 468x60), Runway Category Sponsorship (2/9-2/16)with 4Banners (728x90, 300x600, 468x60, 300x250), Daily Newswire Newsletter (2/20-2/24), 1 banner(300x600) Recaps FW big news, Dedicated Email Blast (2/10, 2/14, 2/15) with 1 Banner ad(600x700), 1RHP opposite editorial in the The Fix in 2/14 issue.
rag & bone fashion week showAT&T and Samsung were sponsors of the rag & bone fashionshow, which took place on February 10, 2012 at Pier 57 in NewYork City. The men’s presentation took place at noon, thewomen’s presentation took place at 5pm.Deliverables:• Ten (10) seats at the show and access to the AT&T/Samsung VIP lounge backstage. These guests also attended the official After Party.• AT&T/Samsung VIP lounge backstage featured couches, a water bar, charging station, brand ambassadors who did product demos, co-branded step and repeat for media, and more. VIP’s and front row guests received a rag & bone tote, courtesy of AT&T and Samsung.• AT&T and Samsung Galaxy Note logos appeared on official invites and show programs.• B-roll crew was backstage capturing photo and video content for use on the co-branded Facebook page.• Designers utilized the device during Fashion Week to take photos, videos, and post content to the AT&T/Samsung co-branded Facebook page.
rag & bone fashion week show A co-branded 20’ x 20’ VIP area was backstage at the rag & bone fashion shows . The VIP area featured co-branded posters, a water bar, co-branded Step and Repeat banner and seating for guests.
rag & bone fashion week show Three dimensional rendering of 20’ x 20’ VIP area.
rag & bone fashion week show Three dimensional rendering of exterior placement of step and repeat banner.
rag & bone fashion week show 96” x 96” graphic behind water bar. 48” x 96” graphic on sides of VIP area.
rag & bone fashion week show A co-branded step and repeat banner was on the exterior wall of the VIP area for photo opportunities.
rag & bone fashion week show MensInvite 1/27/12 2:10 PM Page 1 Co-branded invite to rag & bone’s men’s show on February 10th at Pier 57 in New York City. front back
rag & bone fashion week show WomensInvite 1/27/12 2:10 PM Page 1 Co-branded invite to rag & bone’s women’s show on February 10th at Pier 57 in New York City. front back
rag & bone fashion week show The Galaxy Note went high fashion at the rag & bone fashion show on February 10th.
print ad A full page, four color ad ran in The Daily Front Row.
bus shelters Bus shelter posters (25) promoting the AT&T/Samsung partnership were at key locations around New York City for one week beginning February 20th.
digital banners Digital banners of various sizes were featured on the following sites: co- branded Facebook page to drive consumers to daily giveaways, billboard.com, wwd.com, fashionweeklydaily.com and Facebook advertising.
mtv times square billboardTo promote the partnership, AT&T and Samsung had creative placement on MTV’s Times Squarevideo billboard (located between 44th and 45th streets). Creative began on February 8th and ranthrough May 11th. The photography and TV commercial appeared on screen 2 minutes out of everyhour each day.
facebookThe co-branded Facebook page went live on February 8th. The page features contest sweepstakes,exclusive video content and tabs to the Samsung Galaxy Note Facebook page.
billboardFacebook postings and Twitter feeds from Billboard Magazine to promote partnership and giveaways.
press releaseThe following press release was developed and approved by AT&T, Samsung and rag & bone’s publicrelations departments for distribution on February 8, 2012:FOR IMMEDIATE RELEASEFebruary 8, 2012AT&T AND SAMSUNG TEAM UP WITH FASHION BRANDRAG & BONE FOR THE U.S. LAUNCH OF THE SAMSUNG GALAXY NOTEAT&T* and Samsung Telecommunications America (Samsung Mobile) today announced their sponsorship offashion brand rag & bone for the U.S. launch of their upcoming device, the Samsung Galaxy Note™ exclusively atAT&T, available in-store Feb. 19 and for pre-order now. As the ultimate device, the Galaxy Note consolidates thecore benefits of a tablet while maintaining the portability of a smartphone. In celebration of the release of the GalaxyNote, rag & bone designers Marcus Wainwright and David Neville have designed a custom case for the Galaxy Note,available soon.In addition, AT&T and Samsung Mobile will serve as the title sponsor of the rag & bone Fall Winter 2012 Mens andWomens Collection shows on February 10th during New York Fashion Week. As a part of the partnership, DavidNeville and Marcus Wainwright will host the Galaxy Note U.S. launch party during New York Fashion Week onFebruary 14th. The creative collaboration between the Galaxy Note and rag & bone is a perfect fit as both emphasizeinspiration and ease of use whether through fashion or technology. “Working with Samsung on this project hasbeen a very exciting process. We are looking forward to the release of the Galaxy Note and to be involved in thelaunch of such a cool device that merges technology and design,” said Neville and Wainwright of rag & bone.“The Galaxy Note is the perfect device for designers, such as Neville and Wainwright, as it allows everyone tosketch out thoughts and ideas, and easily share – no matter where you are,” said Dale Sohn, president of SamsungMobile.
press releaseAT&T, Samsung and rag & bone have created a co-branded advertising campaign, which will launch later thismonth, to promote the Galaxy Note™ and the rag & bone partnership. There will also be a Facebook page offeringan interactive experience for consumers, which will feature daily giveaways including rag & bone gift cards andmerchandise, Samsung Galaxy Note devices, VIP passes to rag & bone’s Fashion Week show and postings by thedesigners. The Facebook page can be viewed by going to http://www.facebook.com/galaxynoteragandbone. The Galaxy Note allows users to capture, create and share in new and unique ways. With a 5.3” HD SuperAMOLED™ screen (1280x800), the Galaxy Note combines smartphone capabilities with an integrated S Pen™ andlarger viewing screen in an easy-to-carry device. The pressure-sensitive S Pen can be used to take notes orpersonalize images which can be sent via email or text and its touch-screen. The Galaxy Note includes 16GB ofbuilt-in memory, an SD card slot, Wi-Fi, Bluetooth, and GPS. It also features an 8-megapixel camera with 1080pvideo recording on the back and a 2-megapixel camera on the front. The Galaxy Note will be available in carbonblue and ceramic white in AT&T stores on February 19, with pre-orders beginning on February 5.Founded in 2002, rag & bone designers Marcus Wainwright and David Neville had one objective: to make clothingthey and their friends would love to wear every day. Since its inception, rag & bone has grown into a globallifestyle brand offering men’s, women’s, footwear and accessories collections that are available at high endboutiques and exclusive department stores worldwide. rag & bone also operates six stores in NYC, one inWashington DC, one in Tokyo and an e-commerce site at rag-bone.com.*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&Tbrand and not by AT&T Inc.
press New York Daily News People.com LA Times.comSample press outlets. Over 250 news outlets from around the world ran the press release or storiesabout the partnership.
fashion week bloggersOne of the key paradigms that is shifting in today’smedia environment is the influence of bloggers.According to the 2011 Social Media Matters study byBlogHer.com, more than 50 percent of the active blogreaders in the general U.S. online population havemade a purchase based on a blog recommendation.Given the power of the blogger, AT&T and Samsung Bryan Boyhad the unique opportunity to partner with three ofthe fashion industry’s most popular and influentialbloggers; Bryan Boy, Leandra Medine and SusieBubble to integrate the Galaxy Note into their dailyuse and use the power of their individual blogs tohighlight the Galaxy Note’s functionality and createbuzz around the new must have device for the trendyand early adopting fashionista crowd. Leandra Medine Susie Bubble
fashion week bloggersBryan Boy (bryanboy.com – over 5.8 million total hits)Bryan Boy is the pen name of Bryan Grey-Yambao, a Filipino fashion blogger. His eponymous blog, attracts more than200,000 unique visitors from 212 different countries each day. Vogue featured Bryan in its March 2010 issue as one ofthe most influential bloggers in the world while The New York Post named him one of the nine hottest internetcelebrities.Susie Bubble (stylebubble.com – over 1 million hits per month)Susanna Lau, aka Susie Bubble, is well-recognized as one of the world’s first fashion bloggers, starting stylebubble inMarch 2006. Her blog has become an internet sensation garnering over 35,000 hits a day, winning awards, and gainingrecognition as one of the most powerful fashion blogs by Net-a-Porter and The Observer. Susie is now consistently onthe pages of the publications that initially sparked her interest in fashion including worldwide editions of Elle andVogue. The worldwide reach and popularity of stylebubble has not gone unrecognized, as Gap tapped 27-year-oldSusie to cameo in its 2010 Christmas advertising campaign.Leandra Medine (manrepeller.com – over 320,000 unique views per month)Leandra Medine is a freelance stylist, writer and editor of the fashion blog The Man Repeller, which chroniclesfashion-forward ensembles that attract the admiring gaze of fellow fashionistas. Her career has taken off since TheMan Repeller debuted in April 2010. Within days it became an internet sensation, attracting notable blogs such asStyle.com, Gawker and Fashionista.
fashion week bloggersTiming: February 9 – February 16, 2012Deliverables:• Each of the three (3) were provided the Samsung Galaxy Note during Fashion Week, starting on February 9th (to learn how to use it), and ending on February 16th.• Bloggers were required 1 hour of training on the device by designated Samsung/AT&T expert.• Bloggers carried the device the entire week of Fashion Week, starting on February 9th and ending on February 16th. Bloggers deliberately used/held/displayed Samsung Galaxy Note for the public, press, media to see the device at every fashion show they attend, to maximize possibility of attention to devices.• Bloggers tweeted using device and posted photos and/or videos to Facebook and to their blog using device.• Bloggers posted a link on their blog each day to drive consumers to the Samsung/AT&T co-branded Facebook page with a call to action inviting their audience to check out the cool new device they were using during Fashion Week. Call to action made it clear that bloggers were using the Samsung Galaxy Note.• Bloggers were not be responsible for any costs of the device, replacement (if lost or defective), network service for voice/date, etc.
fashion week bloggers Three of the industries top fashion bloggers each photographed with the Samsung Galaxy Note.