— Cotton Incorporated’s newest experiential marketing campaign brings “The Fabric of Our Lives®” advertising campaign to life at Genesee Valley Center, one of 15 malls to launch the program nationwide this fall. Fans can enter Cotton’s The Fabric of My Life® Song Contest, recording their own version of “The Fabric Our Lives®” song for a chance to win a four night trip to New York City, a $1,000 cotton shopping spree at Macy’s and a recording studio experience.
“We are thrilled to be able to showcase Colbie Caillat’s and Leona Lewis’ style to young, fashionable women in and around Flint, Michigan,” said Paula G. Rosario, vice president, Consumer Marketing – Strategic Alliances, Cotton Incorporated. “This year, we partnered exclusively with Macy’s to feature beautiful cotton clothing inspired by the artists, all of which is available for purchase at the retailer within the mall.”
“The Fabric of Our Lives®” National Mall Campaign comes to life through an interactive pop-up display where fashion and music meet in fifteen malls nationwide. Designed by Jack Morton Worldwide, the installation is located in a high-traffic area within each mall, and gives visitors a glimpse inside a chic closet packed with stylish cotton fashions inspired by the wardrobes of both Leona Lewis and Colbie Caillat
Handouts provide additional information on each item found in the closet, and as an added bonus, a Macy’s WOW Pass coupon is provided, which is good for $10 off any $10 purchase or more on cotton apparel at the Macy’s within each participating mall.
One the other side of the display, a music studio takes center stage, where visitors can listen to each artist’s rendition of “The Fabric of Our Lives®” song and enter Cotton’s The Fabric of My Life® Song Contest. To enter, entrants must first complete the sentence, “I love my cotton [blank] because [blank],” before singing their own rendition of “The Fabric of Our Lives®” song to either Leona Lewis’ or Colbie Caillat’s version. Five videos will be selected as finalists, and users will be able to vote online early next year for their favorite video. The finalist who receives the most votes will win a four night trip for two to New York City, a $1,000 cotton shopping spree at Macy’s, and a recording studio experience
In addition to the mall locations, a new application on TheFabricOfOurLives.com
enables anyone with a webcam and Internet connection to enter the Song Contest with their own version of “The Fabric of Our Lives®” song. Entrants can also share their videos on Facebook and invite others to join the Song Contest as well. — Natalie Blythe