Eddie Bauer Inc. breaks the online component today of a $12 million advertising campaign to promote Seattle Suede washable jackets, the apparel retailer's signature product for the early fall.
A highlight of the $400,000 online effort is the use of rich media banners. The Redmond, WA, retailer from Sept. 3-8 will take over for 10 seconds the home pages of Ask Jeeves' ask.com, weather.com, about.com, excite.com and iWon.com.
“We've never done rich media banner advertising, so in terms of taking over pages like we're doing, we're not exactly sure what to expect,” said Bridgette Boudreau, marketing manager for e-commerce at Eddie Bauer.
Standard gif banner units will run through month's end on the same sites after the rich media part concludes. E-mails linking to eddiebauer.com drop today to 4 million to 8 million consumers in Eddie Bauer's house file.
Handled by interactive agency Avenue A, Seattle, with creative by White Horse in Portland, OR, the online effort is part of a branding and sales campaign to drive consumers to Eddie Bauer's stores, catalog and online shop.