If you’re an eco-friendly, do-it-yourself fashionista (or Coroy Doctorow) you’re probably so engrossed with Threadbanger‘s Steampunk Week that you missed the news.
Aside from teaching you how to retrofit your eyewear to a faux Victorian era, your favorite fashion network teamed up with its lead sponsor, Janome to release a series of limited edition Threadbanger sewing machines – the “perfect creative tools for the DIY sewist.”
The announcement’s worth noting because (I think – correct me in the comments if I’m wrong) it’s the first time a web show has turned a sponsorship deal into a full-fledged, branded endorsement of a physical product. This is not a “presented by _______,” GoDaddy 10% off coupon, girl blatantly driving around in a Ford, character funded by Neutrogena, or book, but an actual commercial item. An advertising strategy that’s been alive and well in 4th Generation iPods
, basketball shoes, and Happy Meals for decades, but new to new media.Sign up now for your spot on “the most over-the-top, spectacular Wine Cruise ever produced” – the Thunder Cruise! It doesn’t leave until April 2009, but spots are “selling like crazy,” probably becasue the dude knows how to party.
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