DETAILS
As Payless was preparing to launch a new fashion line, DMI identified and secured Sierra Kusterbeck of the band as the ideal representative and spokesperson for the brand
DMI worked with Payless’s internal team and advertising agency to create an in-store, online and viral experience for targeted consumers
Included filming of the band on tour in Paris to give the line a more upscale trendy feel
Results
Payless confirmed that BRASH was the most successful launch for the retail brand to date
We are currently in stage 2 for taking the experience to the next level
Services
Music Strategy
Artist Integration
Web Programming
Database Design