Integrating a brand’s marketing communications ensures the same message is heard through each of the marketing channels. American Eagle offers a good example of this strategy.
- American Eagle website
- American Eagle TV ad
- American Eagle TV ad
- American Eagle Facebook
- American Eagle Twitter
- American Eagle Instagram
- American Eagle Pinterest
- American Eagle Tumblr
Discussion Questions:
- Access American Eagle’s website. If American Eagle was a person, how would you describe its personality?
- Watch the two TV ads. How well do they match American Eagle’s website? Be specific.
- Access each of American Eagle’s social media pages. For each page, identify the message you think American Eagle wants to convey. Use screen shots to illustrate your points.
- How well are the social media pages integrated with the website and TV ads? Be specific.
- Customer engagement is a big issue for brands. Which of the social media pages do you think best engages customers with the American Eagle brand? Explain why.
Clow/Baack 