Dolly Rockers tie up with clothing retailer
EMI is tying up with fashion retailer Internacionale for a competition to promote the debut single by pop band The Dolly Rockers.
The competition is running on the clothing labels of 300,000 garments in the 142-strong Internacionale chain. The labels will e tagged with a competition mechanic that enables customers to win promotional merchandise and performance in their own homes by the Dolly Rockers.
The band is also to perform in the “fast fashion” chain’s flagship store in Wimbledon.
The promotion has been devised by media agency the7stars and brokered by experiential marketing firm Rowleys London.
The in-store competition is designed to recruit fans and the campaign for the band will continue via social media websites, including Habbo Hotel, where the band will set fans weekly challenges designed to promote their Gold Digger single.
Internacionale bought defunct chain MK One’s stores last year.
