Retail Merchandiser - November/December 2017 - 63
Texas A&M University
participates in lifestyle engagement opportunities, which is
an approach shared by '47.
"'47 is unique because they believe the natural extension
of the brand is through brand engagement," Hinckley says.
"We felt we needed to have a partnership with a company
that was strong in other lifestyle areas than just the athletic
space, and '47 really checked those boxes for us."
Both organizations brought this expertise to the recent
South by Southwest (SXSW) Festival in Austin, Texas. '47
Vice President of Marketing Wayne Best explains that the
event allowed Texas A&M to show a different side of itself.
"Shane wanted to bring a different lifestyle opportunity
to the mix and not just be academically focused, but communicate the diversity of the institution," he recalls. Texas
A&M and '47 partnered with The FADER, a prominent
music media outlet, to create the "'47 x FADER Sessions,"
a three-day interactive, musical experience at the Texas
Texas A&M House featured informational seminars on
Texas A&M research by students and faculty. Thanks to the
Texas A&M and '47 partnership, the House also hosted
nine headlining music acts, open-mic performances from
local Austin artists and live DJs.
Texas A&M and '47 recently offered an Escape
Room, where students had to solve puzzles to
reclaim the Aggies' stolen playbook.
"What happened was we started to engage different demographics of the population that wouldn't have thought
twice about Texas A&M," Hinckley recalls. "They were lining up outside the showroom to see the next up-and-coming artist at the Texas A&M House."