This is a sample from Ben’s presentation – one of many case studies he’ll discuss, illustrating how

branded content and commerce can co-exist. This particular example describes a fashion collaboration that took place in June 2012 between Jackthreads

and musician Asher Roth.

Asher Roth Presents “Summer Essentials”

June 2012

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Opportunity• To build momentum for his upcoming

album “Is This Too Orange?” Asher Roth partnered with JackThreads, a leading e-commerce retailer reaching 2m+ savvy young male consumers, on “Summer Essentials,” a curated sale. Asher was involved every step of the way, from curating and modeling the product, to collaborating on a t-shirt collection designed and sold exclusively by JackThreads.

• JackThreads’ creative team produced a collection of tees and tanks inspired by the album, orchestrated a rooftop photo shoot at the Standard Hotel NY, and produced and seeded a teaser video. In addition, JackThreads constructed a branded shopping experience, promoted the sale via web, social, and press channels, and distributed the exclusive Chuck Inglish produced b-side track “Space” post-sale.

• Asher participated in photography and videography and approved use of his songs for promotion and giveaway.

Inspiration

Creative

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“Very Wide” Sale Page launched June 6th

Execution

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JackThreads Teaser

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JackThreads Launch Email 6/6

OutreachJackThreads Email

JackThreads Web 6/6-6/9

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6/7

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Subject: Asher Roth's Essential Summer Swag + Wooden Shades by Proof

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Post-Sale Email

Post-Sale

Post-Sale Link To Track

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Facebook Twitter

JackThreads Social

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“Jackthreads.com began rolling out a series of artist-centered merchandise campaigns that musicians should be taking note of due to their superior marketing execution.”

“Want to dress like rapper Asher Roth while simultaneously listening to Asher Roth jams? Well, you’re in luck, thanks to a recent collaboration between Roth and members-only shopping site, JackThreads.”

“Roth created his "Summer Essentials," filled with items from some of your favorite streetwear brands, and after you complete your purchase of gear, this bonus track was made available for you to add to your library.” Hypetrak 

“In the past, online clothing retailer JackThreads has collaborated with the likes of J. Cole and Girl Talk to bring fans their favorite artists' choice styles. Now, it looks like Asher Roth will join the JackThreads team to curate his own must-have list this summer.” HipHopDX

“In promotion for his clothing line on JackThreads.com, Asher Roth is giving away this b-side cut when you purchase one of his essentials for summer. Backed by production of Chuck Inglish from The Cool Kids, “Space” is a breezy record made for chilling at a pool party.“ Complex

Press