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Talk about targeted advertising.
Bag Borrow or Steal, which rents high-end designer handbags from Chanel, Gucci, Prada and others, is hoping for a significant marketing boost this Spring when the much anticipated "Sex and the City" movie hits theaters.
The Seattle startup not only is mentioned in a scene in the movie, but the company plans to unveil a special "Sex and the City" online shop tomorrow where customers can find accessories inspired by the popular cast of characters such as Samantha, Miranda, Carrie and Charlotte. Bag Borrow or Steal also is hosting a "Sex and the City Style Profile" contest on YouTube and a "Sex and the City Purse-onality" sweepstakes in which grand price winners can win a trip for two to New York for the premiere of the movie in late May.
The New York Times today has a good read on how companies -- ranging from Bag Borrow or Steal to Skyy Vodka to Mercedes-Benz -- are attempting to latch on to the upcoming movie. New Line Cinema's Chris Carlisle tells the Times that they are positioning the movie as "the Super Bowl for women" -- referring to the advertising blitz that accompanies the football game every year.
"It's a Cinderella story for us," Bag Borrow or Steal's Chief Marketing Officer Jodi Watson tells the Times. "and we hope our prince will be Mr. Big."
Here's more on Bag Borrow or Steal after it raised $15 million in venture funding from Madrona Venture Group, Steelpoint Capital and others. (By the way, when is the company going to change its name?)
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Forget the ad space altogether. It's time that Microsoft to show the long term vision that created their success in the first place. Clearly there are far more valuable, provocative and lucrative problems for technology to solve than consumer spending and entertainment. It's time for the Blue Monster to think bigger thoughts."
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Posted by unregistered user at 3/18/08 8:48 a.m.
Great job Mike! Hopefully all the marketing hype actually turns into quantifiable revenues. While the idea of the BBOS business is intriguing, I imagine the OPex on recycling, refurbishing and redistributing the wares must be high. That said, some women are certainly addicted to the latest fashion trends, in the same way some men are to the latest electronic gizmos. Hope you make it into the black in 2008!