Confessions of a Shopaholic and Bluefly

Jerry Bruckheimer’s Confessions of a Shopaholic hits theaters tomorrow, Friday, February 13, 2009. Online fashion retailer, Bluefly.com has been part of the marketing efforts of this film since the get-go.

In a very extensive and unique online marketing campaign, Bluefly integrated a microsite devoted to the film at www.Bluefly.com/shopaholic. The aim of the campaign was to bring together Bluefly’s customer base of shoppers, fans of the popular Confessions of a Shopaholic book series, and movie goers into one place. On the website, visitors can interact, enter contests, take quizzes and surveys, view the movie trailer, buy the soundtrack, download screensavers and wallpapers, watch videos, shop and much more.

Walt Disney Studios Motion Pictures, makers of the film, also spearheaded a social media campaign within FaceBook where visitors were able to engage in activities with Bluefly apparel and accessories. The “Shopaholic Magazine” application is an extension of the “gifting” function within FaceBook that allows visitors to buy, collect, gift and borrow virtual items that can be found and purchased on Bluefly. Bluefly.com has also been part of a set of targeted co-branded television commercials that have been run since mid-January.

Because of this campaign, users have been able to be immersed in Confessions of a Shopaholic for the month leading up to its release. With the fashion angle, this was a logical and beneficial partnership for both Bluefly and the film. How that translates to box office success is yet to be seen.

Photo credit: Confessions of a Shopaholic / Bluefly