FRESH IDEAS: I’m all Mercedes-Benz Fashion Week Fritts for you, sharing interesting ideas, experiences, and promotions I’m reading about around this year’s event. Now…let me be upfront with you and say that I am a big fan of Sharpie. As a consumer, and also as a marketer. They have fully embraced their brand’s usage — creativity, self-expression — and have done really cool things with it. So of course, I had to read about and share their “Sharpie Bar” and events they’re delivering to Fashion Week.
To drive awareness for their customizable markers (see the Crunchy Mkt Nuggets customized image), Sharpie has created personalized markers for many of the designers participating in Fashion Week. The pens will be exclusive for the designer’s usage, and feature the designer’s logo imprinted. Beyond NYC, anyone — whether you’re a fashionista or not — can do this at mysharpie.com.
At the event itself on September 14-16, Sharpie will have set-up a “Sharpie Bar.” Attendees can use Sharpies to create their own designs and expressions on plain white tees, bags, sunglasses, and…not to overlook the gentlemen in the crowd…skinny ties (Note: Who even knew skinny ties were back, right?!). Erica Domesek, designer and Sharpie spokesperson, will be on-hand to help. The Sharpie Bar goings-on culminate with a visit from celeb designer and Sharpie advocate, Betsey Johnson. She will not only create a tee shirt design in front of a crowd, but she will also create a sketch in honor of breast cancer awareness. Betsey Johnson is a survivor, and her sketch will be auctioned off to benefit The City of Hope (a Sharpie cause).
Now, all of this is pretty cool. But what if you’re not exactly free to attend Fashion Week?! Hey, turn that frown upside down and draw yourself a smile. Yes! Those smarty Sharpie marketers have addressed this and have created the means for extending reach. Consumers can see some of the creations made at the tent, watch behind the scenes footage, hear from Betsey Johnson, and submit their own fashionable creations starting on September 15th at sharpieuncapped.com. All will be covered, also through their FB, YouTube, and Twitter accounts. Wow!
Thank you, Sharpie, for giving a marketer so many reasons to love and admire you. And, perhaps, borrow an inspirational idea or two. TASTY TRENDS: Customized Creations; Socially Acceptable; Emotional Experiential; Feeling Good About Doing Good