American Apparel, web 2.0 and pants

A wonderful example of UGC and crowdsourcing from American Apparel:

“We’re looking for a brand new bum (the best in the world!) to be the new “face” for our always expanding intimates and briefs lines. The winners will be flown to LA, photographed and featured online. Send in a close-up photo of your backside wearing American Apparel panties, bodysuits or briefs for consideration and vote for your personal favorites.”

There are a whole lot of reasons for me to love this campaign, but right at the top is the way American Apparel have managed to get users to create a load of free content for their site, the way they’re cutting down on agency costs by directly recruiting their next model(s), and, obviously, the way they’re using the internet the way it’s supposed to be used.

It’s exactly the kind of thing we like doing.

A warning, this link has lots of pictures of people’s bottoms, in pants. So don’t click it if you’re going to get all offended.

American Apparel Best Bottom
Gold pants on washing line

Image thanks to conorwithonen

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