The
‘Watch Over Me’
Metro 7
Cross
Promotion
featuring Dayanara Torres
of MyNetworkTV’s ‘Watch Over Me’
THE BACKGROUND
METRO 7
Wal-Mart launched its trendy Metro 7 line in October 2005 with humble
expectations and a focus on the latino market. It was an experiment,
really, becoming Wal-Mart’s first brand focused toward the “fashion
interested trend right” customer. Thanks in large part to Wal-Marts retail
muscle, the brand became a 200 million dollar blockbuster success in its
first year alone.
To take advantage of this initial success, Wal-Mart has expanded its
Metro 7 line all over the US (see attached grid). In addition, Wal-Mart’s
recent marketing efforts include such partners Vogue, In-Touch Weekly,
and MyNetworkTV.
THE STAR
DAYANARA TORRES
The former Miss Universe and star of
MyNetworkTV’s upcoming drama Watch
Over Me is the face of Metro 7. Wal-Mart,
having signed Dayanara to appeal to a core
Hispanic and African-American demo, is now
betting on Dayanara’s cross over appeal.
THE SYNERGY
MNT & METRO 7
MyNetworkTV
Metro 7
The Target
W 18-49
W 25-34
‘Humble’
Expecations
An upstart network backed
by powerful entertainment
company, launching with
humble expectations.
An upstart fashion line
backed by a powerful retail
company, launched with
humble expectations.
The Market
&
Crossover Appeal
Betting on crossover
appeal to expand its base
of Hispanic females 18-49.
Launched to a niche of
Hispanic and AfricanAmerican females, Metro 7
has become a tremendous
crossover success,
achieving $200 million in
first year sales.
And, of course,
THE STAR
Dayanara Torres, star of
MNT’s upcoming drama
Watch Over Me.
Dayanara Torres, the face
of hugely successful Metro
7 clothing line.
CROSS PROMOTION
THE FASHION SHOW
New York: An article in the New York Post by Fashion/Retail Business
reporter Suzanne Kapner about the “asset swap” between
MyNetworkTV and Metro 7, highlighting the signage, Vogue shoots, the
LA Fashion show, etc.
Los Angeles: On Monday, October 16, Metro 7 previewed their spring
line at a show during LA Fashion Week at Smashbox Studios in Culver
City. We incorporated the cast of MyNetworkTV, clips from MNT
shows like Fashion House and the upcoming Watch Over Me, with the
clothes from the show. MNT talent such as Dayanara Torres and
Morgan Fairchild sat front row.
CROSS PROMOTION
ON THE BOOKS
• SIGNAGE. Signs featuring Dayanara Torres as the star of “Watch
Over Me” will begin appearing in stores in over 200 markets nationwide
(a minimum of 6 signs in each store as noted on the market
breakdown.
• VOGUE “TREND WATCH” & “VOGUE FASHION ON DEMAND.”
In separate – but related – initiatives, Vogue has enlisted Dayanara
Torres to host a behind-the-scenes of ‘Watch Over Me’ segment of
“Trend Watch,” the #1 rated syndicated fashion program on television.
This was filmed on Wednesday, August 30th in San Diego. Vogue also
hopes to create a similar segment for its video podcast “Vogue Fashion
On Demand.”
• WARDROBE. Metro 7 has supplied the cast of ‘Watch Over Me’ with
clothes to feature on the show in exchange for a promotional
consideration credit.
SIGNAGE
Phase One – Rack Cards (Mid-October Through November)
Dayanara Torres,
starring in WATCH OVER ME
on MyNetworkTV,
premiering December 5th
…six nights a week.
A minimum of 6 rack cards per store in 1500 stores nationwide feature
Dayanara Torres as the star of ‘Watch Over Me’ on MyNetworkTV. Note
that these signs were created to coincide with a December 5th launch. Later
signs have been updated to reflect the December 6th launch.
SIGNAGE
Phase Two – “WOW” Anniversary Signs w/ Five Foot Standee
DAYANARA TORRES,
starring in Watch Over Me
on MyNetworkTV,
premiering in December
…five nights a week
with a Saturday recap.
“WOW” Anniversary signs appear in Wal-Mart storesthrough
December. The five-foot standee (left) will greet customers at the
door throughout the holiday season. There are three different rack
cards appearing throughout the stores (above).
SIGNAGE
Phase Three – Spring Signage Featuring Local Tune-In
Phase three signage will go up in midJanuary 2007 and feature local tune-in
information. Creative in progress.
ADDED VALUE
This email blast went out to 400,000 Vogue
subscribors, inviting them to win a day with Dayanara,
star of “Watch Over Me.”
This ad was part of a three page layout that ran
in Vogue and Lucky magazines and featured
“Watch Over Me” tune-in information as well as
Dayanara Torres and Todd Cahoon (co-stars in
“Watch Over Me.”)
The Metro 7 EPK splash page includes copy that
directs people to see Dayanara star in “Watch Over
Me” on December 6th.