USA Network and Birchbox, the company offering consumers a personalized way to discover new products, revealed a new partnership designed to cross-promote the style of USA’s fashionable drama series, through a series of integrated marketing initiatives.
Inspired by the polished aesthetic of both brands, the partnership will include fully customized SUITS-themed Birchboxes for men and product picks inside Birchboxes for women, including the latest finds in the world of style, along with tips and ideas for how to achieve the signature look of SUITS characters. This marks the first time that Birchbox has deployed a fully integrated campaign partnership across both its men’s and women’s brands.
The partnership will also incorporate a series of exclusive, behind-the-scenes video interviews from the SUITS cast, live-tweeting events, contests and much more to engage fans throughout season three of SUITS. The videos will live on Birchbox’s Women’s Magazine and Men’s Guide, as well as USANetwork.com. Additionally, USA Network will promote a Birchbox Man sweepstakes on-air and via social channels during SUITS episodes, where fans can enter for a chance to win a year’s worth of Birchbox grooming and beauty products inspired by SUITS.
The fully-branded men’s box will ship to existing Birchbox Man subscribers on June 25, and the women’s box will follow on Wednesday, July 10. All SUITS picks will be available in a dedicated ecommerce shop on Birchbox. New subscribers to Birchbox Man who sign up by July 20 will receive the SUITS Box as their first monthly delivery in July. As an added bonus, SUITS Facebook fans who sign up via the link on the social network will be given an exclusive offer to bypass the Birchbox waitlist, and receive 100 points in the Birchbox Shop, a $10 value.