SKINNY SKINNY:
THESE JEANS WERE MADE FOR TALKING
American Eagle wanted people talking about their jeans. Stupidly tight, skinny jeans get people talking. So we made the skinniest skinny jeans ever made. The world debated if they were real. Then they went to AE.com to find out (and discovered the rest of AE's denim).
1 | LAUNCH
The new denim line was announced on facebook to our core audience with models showing off the controversial new product line.
2 | AE.COM PRODUCT PAGE
Curious consumers visited the American Eagle site where they found a functioning Skinny Skinny Jeans product page. Only the product was always sold out.
3 | LET THE WORLD TALK
For two weeks, we let the world speculate about whether the product was real or not.
Suddenly, everyone was talking about American Eagle and denim.
In the end, we came clean and gave everyone who signed up for the Skinny Skinny waiting list a gift card.
