retail

Alliance: Banana Republic Goes 'Mad' For 'Men'

Madmen/Banana Republic

Dressing up AMC's "Mad Men," Banana Republic has entered into a marketing partnership for the show's third season.

"Mad Men" will get a big marketing draft of off-air signage and promotion in every one of Banana Republic's 400 stores from July 21 through Aug. 11 -- the first time the clothing retailer has done a promotion for a scripted TV series.

In keeping with the 1960s theme of the show, Banana Republic display windows will feature mannequins dressed in "modern takes on classic, iconic 1960s style." The retail chain will also develop a style guide profiting characters on the show.

AMC and Banana Republic will sponsor a contest wherein customers can enter to win a walk-on role for an upcoming episode on the drama, plus a $1,000 gift card from Banana Republic.

The season premiere of the show is set for Aug. 16.

The critically acclaimed, Emmy-winning show averaged around 900,000 viewers in its first season, growing to around 1.5 million in its second. These numbers, however, are low compared to the biggest viewed shows on cable, which can average 5 million to 6 million TV viewers.

advertisement

advertisement

Next story loading loading..