ABC Family's Greek series is going retail.
The network’s fraternity show, its top original series among adults 18 to 34, will be showcased in 800 mall-based Aeropostale outlets, beginning tomorrow. In a first for the network, the promotion will not only celebrate the release of the “Greek: Season One Chapter One” DVD on March 18, but serve as a tune-in promo for the sophomore season of the show, which bows March 24 at 8 p.m. (ET/PT).
Running through March 30, the promotion gives customers, whether in-store or online, the opportunity to purchase the first season DVD, as well as receive a free, limited edition Rush Aero “Greek” T-shirt, while supplies last, with any $50 purchase.
The partnership features an integrated marketing initiative under which Aéropostale will trumpet the DVD and exclusive T-shirt offer with six-foot window displays in all of its stores nationwide, as well as with DVD countertop holders, bag stuffers, and cash-wrap signage. The retailer is also promoting the partnership online at www.aeropostale.com.
For its part, ABC Family is flagging the promotion in the April issue of Teen Vogue and the March 24 issue of Life & Style Weekly, as well as on “Greek’s” own site, virtualrush.com and other social networking sites such as Facebook and MySpace.
In addition, Aéropostale and ABC Family are hosting a online sweepstakes at the chain's Web site, where any person can enter for a chance to win a walk-on role in an episode of Greek and a trip for four to Los Angeles.
"We’ve known for a while that the right retail partner would really enhance our marketing efforts for Greek – both the DVD and series,” said ABC vice president, brand marketing John Rood in a statement. “And it’s been thrilling to find Aéropostale, which is pro-active, innovative, genuinely smart and a great millennial brand.”