In February of this year the clothing brand American Eagle Outfitters teamed up with Polyvore, an online styling community, to launch a 10-days long styling contest. The contest asked Polyvore users to create a complete Spring Break look using at least two American Eagle products from the 100 provided. The winners were selected among 13,684 submissions by American Eagle, with input from Polyvore, and based on creativity, positive representation of brand message, composition, and style expertise. Besides the money and American Eagle Gift Cards (in values of $1,000, $500, and two $250 prizes) all of the winning collages, or "sets," were featured on American Eagle's billboard in Times Square between March 11 and March 18.
Live Your Life: American Eagle Spring Break!
Spring Break Style was a great initiative because it encouraged teen girls to talk positively about their creations and align those creations with the brand. This initiative enabled its participants to become members of a greater community, allowing them to comment on "looks" that were created and find styling inspiration from one other.
Conversation (?)
This initiative makes others talk a lot about the brand.
Information (?)
This initiative helps me receive and share valuable information with other people.
Advocacy (?)
This initiative makes me talk positively about the brand to others.
Identity (?)
Through this initative I can express a part of myself to others.
Affiliation (?)
Through this initiative, I feel like a member of a community.
Utility (?)
Through this initiative other people can help me get more value from the brand.
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