The Limited Too Wishing Well

Tween retailer to bow TV special

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%%STORYIMAGE_RIGHT%% The Limited Too, a stranger to TV advertising, is continuing to ignore the traditional media buy, instead developing its own TV special on cable's ABC Family.

With the help of Aaron Walton Entertainment, the Columbus, Ohio-based clothing retailer for tween girls ages 7 to 14 is airing a TV special called "Limited Too's What's Your Wish" with integration opportunities on March 14 to promote its 16th anniversary and drive retail. Limited Too will not purchase any of the commercial inventory on the show.

"They came to us and said they wanted a TV presence but in a new and creative way," said Doug Gleason, AWE general manager. "We felt part of being 16 was about wishes coming true. So the idea was to let their consumer have their wishes come true." AWE account executive Michelle Laidlaw also played a pivotal role in the project. %%PULLQUOTE_LEFT%%

The girls to receive 15 wishes were selected in a promotional contest running in the retailer's "catazine" as well as at point-of-sale.

Some of the wishes fulfilled were a bowling outing with teen-pop fave Aaron Carter and a shopping-spree segment with Destiny's Child's Beyonce Knowles, Pepsi's new spokesdiva, who will also host the show. One girl also got to play CEO of Limited Too for a day.

There is also a grand-prize element, the 16th wish, where the winner will get a concert at her school with Beyonce's sister Solange and Play, a popular Swedish band.

The project was originally brought to AWE by sister Omnicom shop Alcone Marketing Group, a promotions agency, who has been working with Limited Too. Guy McCarter, senior VP-director of OMD Entertainment, was instrumental in securing the deal with ABC Family and selling some of the ad inventory. AWE got executive-producing credit for the show and hired the production company and secured the talent.

Pepsi and Frito Lay are among the brands that have purchased commercials on the special. Both these brands will also get limited product integration.

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