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American Eagle launches Back-to-School campaign
Jun '12
American Eagle Outfitters Inc. announced its Back-to-School campaign "Live Your Life," featuring 15 inspiring real people. The campaign celebrates individual style through unique, real people and how they express themselves in American Eagle Outfitters jeans.

"The 'Live Your Life' campaign is about celebrating individual style and putting the customer at the center of our brand," said Michael Leedy, chief marketing officer, American Eagle Outfitters, Inc.

"Each member of the campaign shows off a unique denim fit and the multitude of looks you can build with a great pair of jeans and our colorful tops and accessories, illustrating our commitment to individuality, and the spirited optimism of the American Eagle Outfitters brand."

Beginning July 23, customers can win an opportunity to be featured in the Spring 2013 campaign by submitting a photo and answering personal style questions online. Each entrant will then share their submission with their social network to garner votes.

The top 250 people with the highest votes in each of the 15 jean fits will be displayed on www.ae.com and on American Eagle Outfitters mobile app. American Eagle Outfitters will select one winner from the top 250 in each category weekly for four weeks and on the fifth week the winners will be determined by a public vote on August 30.

Nine women and six men will win a spot in the Spring 2013 campaign as well as a cash prize.

American Eagle Outfitters has committed to full-scale "Live Your Life" campaign advertising in national broadcast and cable outlets including ABC, NBC, MTV, CW, Comedy Central, E!, STYLE, and ABC Family, magazines including Cosmopolitan, Nylon, People StyleWatch, Seventeen, Teen Vogue and Us Weekly, several targeted digital outlets such as Hulu, Facebook and YouTube, as well as outdoor in Times Square and SoHo.

American Eagle Outfitters Inc

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