Cotton Incorporated’s newest experiential marketing campaign brings “The Fabric of My Life™” advertising campaign to life at The Mall at Green Hills, the first of 15 malls to launch the program nationwide this summer.
“Given that one of the artists featured in The Fabric of My LifeTM campaign represents the country music genre, it’s fitting that Nashville, as the country music capital, would be the first to launch this interactive experiential campaign at The Mall at Green Hills,” says Paula G. Rosario, Vice President, Consumer Marketing – Strategic Alliances, Cotton Incorporated. “We’re delighted to bring this campaign to life in a way that resonates with women ages 18-34, our target demographic, and in a place they enjoy and frequent, at the mall,” Rosario adds.
The newly-launched “The Fabric of My Life” print campaign comes to life through a pop-up installation where fashion meets music. Designed by Jack Morton Worldwide, the installation is located in a high-traffic area of the mall’s upper level, and allows shoppers to get a first look at the print advertisements featuring the three stunning artists.
The installation’s sleek design gives visitors a glimpse inside a chic closet packed with stylish cotton fashions inspired by the wardrobes of all three artists featured in the campaign. As an added bonus, all of the clothes are available for purchase within the mall; handouts in the closet and oversize hangtags on the clothing provide brand and store information on each item.
Behind the closet, a music studio takes center stage, where visitors can listen to each artist’s rendition of “The Fabric of My Life” song and enter Cotton’s The Fabric of My LifeTM song contest. To enter, entrants must first complete a mad-lib, “I love my cotton [blank] because [blank],” before singing their own rendition of “The Fabric of My Life” song in one of the three musical genres represented. Five videos will be selected as finalists, and users will be able to vote online in December for their favorite video. The finalist who receives the most votes will win a trip for two to New York City.
“We wanted to give shoppers a way to add their own unique stamp on “The Fabric of Our Lives®” song, just as the three artists did for the campaign, and the music studio allows them to do exactly that,” says Rosario. “With the added benefit of social media, contestants will be able to share their music video with friends and family, and will be able to upload it to their favorite social networking site.”
About Cotton Incorporated
Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton.
About The Mall at Green Hills and Davis Street Land Company
The Mall at Green Hills is located in Nashville, Tennessee at 2126 Abbott Martin Road and is owned, leased and managed by Davis Street Land Company. Davis Street Land Company is a
privately-held real estate company focused on the ownership and development of upscale specialty and lifestyle centers. The principals of the company are responsible for the development and ownership of unique retail properties such as Renaissance Place in Highland Park, Illinois, The Gardens on El Paseo in Palm Desert, California, and Plaza Frontenac and The Meadows at Lake Saint Louis in St. Louis, Missouri. The Chicago-based company provides development, management and leasing services for institutional and private investors.