“EXPRESS ROCKS” Music Promotional Campaign

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(Austin, Texas) Express, the preferred young, sexy, and sophisticated designer brand among fashion-forward young women and men, has partnered exclusively with DMX to produce four “EXPRESS ROCKS” branded promotional events at music festivals throughout the US in 2010.

We are excited to move our brand in a direction that associates Express with specific bands and current music festivals. DMX understands the Express brand and is helping us drive young, audiences to our website by being more interactive with our customers through music and fashion; which is what Express is all about.

Express, the preferred young, sexy, and sophisticated designer brand among fashion-forward young women and men, has partnered exclusively with DMX to produce four “EXPRESS ROCKS” branded promotional events at music festivals throughout the US in 2010.

“EXPRESS ROCKS” officially launched at South by Southwest Festival and then took part in the Indioasis Music Lounge during the Coachella Festival. Live performances for these events included the bands Frank and Derol, The Constellations, Neon Trees, War Tapes and other well known bands that rocked out all day long! Most recently the Express Rocks campaign activated at the Bonnaroo Music and Art Festival giving customers, fans and the music industry a taste of what Express is all about! The Bonnaroo Express Rocks event included interviews with Weezer, The Postelles, Temper Trap, B.o.B, The Constellations and Mike Posner. Performances, band interviews including fashion must haves and music festival look books can be found on express.com—giving customers a behind the scenes look.

Express and DMX will continue the “EXPRESS ROCKS” campaign with online video, VIP event updates, performances, interviews and an online blogging component. The next stop is Lollapalooza 8/6 – 8/8, where Express will continue to bring customers to the music!

Taking the music fun a step further, Express is offering real time Facebook posts, Tweets and mobile alerts promoting the “EXPRESS ROCKS” sweepstakes—creating excitement by adding a viral component to the Express on-festival presence. The sweepstakes include roundtrip airfare for 2, hotel accommodations, festival tickets, and access to the Express Rocks party.

MORE ABOUT EXPRESS AND DMX
For the last 23 years, DMX has been the exclusive in-store music provider for Express and recently re-launched “Express Radio”—helping to create artist promotions and provide a more social experience for Express customers.

“We are excited to move our brand in a direction that associates Express with specific bands and current music festivals. DMX understands the Express brand and is helping us drive young, audiences to our website by being more interactive with our customers through music and fashion; which is what Express is all about.” said Pam Seidman, Vice President of Public Relations and Communications for Express.

“DMX recognizes that much of the conversation that transitions a brand into a lifestyle takes place exclusively between consumers and outside the physical confines of a store. DMX is the in-store and interactive music provider for Express and Express Radio; which works to define the pulse of the brand across all consumer touchpoints. We understand the Express guy and girl and are happy to help merge lifestyle and brand around these aspirational music events.” said Erin O’Brien, Vice President of Interactive Strategy for DMX, Inc.

About DMX
Recognized as an international leader of experiential marketing services, DMX creates cohesive brand experiences across physical and digital environments. From mobile-enhanced in-store activation, to branded digital music microstores, from branded streaming music players embeddable across social networking sites, to turnkey music promotions, DMX’s interactive strategies leverage a brand’s physical and digital properties to create unique customer experiences. DMX’s in-store services include music, video/digital signage, and scent marketing. For more information please visit DMX at http://www.dmx.com or download the DMX iPhone app. at iTunes.

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Ray Goforth
DMX
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