Interscope, OneRepublic and Ralph Lauren Team for Global Ad Campaign
"Secrets," the latest Top 40 hit from OneRepublic, will be used in a global ad campaign for Ralph Lauren's new men’s fragrance launch, The Big Pony Collection. A two-minute clip shot by photographer and filmmaker Bruce Weber, which has been broadcast overseas, will debut on U.S. television and online today and run through December 24th.
The partnership between the band, its label Interscope Records and Ralph Lauren involves a major social networking push on Facebook, Twitter and MySpace, as well as exclusive concert events, backstage meet-and-greets with the band, and consumer competitions in the UK, Switzerland, and Berlin. OneRepublic will also perform at the Ralph Lauren Fragrances party at the 2011 Sundance Film Festival in January.
Says Guillaume de Lesquen, President of Ralph Lauren Fragrances: “Partnering with OneRepublic for the Big Pony Fragrance Collection has been an exciting and modern way to reach our demographic of 18-30 year old guys around the world. Music is a key interest for our target market and aligning with OneRepublic, a team of cool guys for this team of four fragrances has helped The Big Pony fragrances become the first successful collection of fragrances ever launched.”