Instead of sneaking into viewers’ awareness by placing products in TV shows, American Eagle Outfitters is going the other direction, airing commercials where their customers comment on the shows in which the ads are placed. The marketer is betting heavily on the appeal of Gilmore Girls and Veronica Mars to their customers by airing exclusive clips promoting the shows on video screens in their stores, having cast members visit the stores, and running a contest for a walk-on role in Veronica Mars. I’m not sure many other companies will run the risk of committing to shows that might lose popularity, but the commitment to customers and their interests and aspirations is admirable, and I hope that catches fire.

MediaPost: American Eagle Ties Into Plotlines To Launch New Line, 2006-Oct-4, by Sarah Mahoney

Last night, the company aired what it says is a TV first: a series of 30-second ‘episodes’ in which six real-life customers, sitting on a wraparound couch wearing the apparel, talked about themes inspired by the plotlines of "Gilmore Girls" and "Veronica Mars." The company says ongoing "aerie tuesdays" will chronicle actual experiences and emotions of these girls throughout the season, as well as their take on the shows’ characters and plot twists.