'Old Navy Records' Combines Music, Fashion & Your iPhone

 

Looks like the 'modelquins' could be headed for the scrap heap.

Old Navy is launching a campaign around a concept called "Old Navy Records," that involves enabling Shazam uses to be able to "capture" branded songs when they hear them - in TV commercials, in-store, on Facebook or YouTube - to access key looks featured in the songs, styling tips, exclusive deals, and the chance to download the song. 

It's all billed as "an important evolution for the brand as it looks to cultivate more loyalty among Old Navy's target customer" - a persona known as "Jennie," which is described as a "25- to 35-year-old women looking for on-trend fashion at great prices for herself and her family."

  By combining this persona's love of music and fashion, the new campaign seeks to forge new ground with elements such as the campaign's first branded original song, out today, called "Super C-U-T-E," the first of many to celebrate (and, I take it, send up) Jennie's everyday activities - from a trip to the dentist to roaming the grocery store aisles.

Associated music videos will be produced by industry legend Joseph Kahn (think Eminem, Rihanna and Britney Spears), and music is from the likes of The Audio Threadz, which makes its debut with "Super C-U-TE."

As Old Navy moves from plastic to vinyl, we'll see if the cool quotient goes up, too.

Read all about it, here.

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