Recap of Samsung Galaxy Note/At&t Rag and Bone Partnership - Fashion Meets Technology

2. The following pages represent an overview of the platform MAC Presents developed for leveraging
the partnership between top fashion brand rag & bone with AT&T and Samsung, along with activities
with fashion bloggers during New York Fashion Week (Feb 9-16, 2012). The program was designed
to target the creative, educated and upwardly mobile consumer who is tech-savvy and wants the latest
in advanced technology in order to stay socially and creatively connected on-the-go.

3. rag & bone
Founded in 2002, Rag & Bone had one very clear vision in mind:
to make clothes that they and their friends would love to wear
every day. With no formal fashion training, Marcus Wainwright
and David Neville set about learning how to make jeans. They
believed that denim represented the history, authenticity and
fundamentals of classic work wear that they would strive to reflect
in their designs.
Beginning in Kentucky, Rag & Bone surrounded themselves with
people who had been making patterns, cutting fabric and sewing
their whole lives. Working with these kinds of craftsmen taught
them the importance of quality, craftsman-ship and attention to
detail early on. These principles soon became the keystones of the
rag & bone philosophy, the definition of what clothing can and
should be. With these principles in mind, whenever possible rag &
bone produces the majority of their garments in U.S. factories that
still sew clothes the same way they did 50 years ago. Rag & Bone
was one of the winners of the 2010 CFDA’s awards for their
menswear and in March 2010 the brand was included in
Style.com’s Top 10 Fall collections for their Everest-expedition
inspired women’s wear. rag-bone.com
facebook.com/ragandbone.newyork

4. the partnership
In an effort to target the influential fashion and tech savvy crowd, AT&T
and Samsung have partnered with rag & bone to design two exclusive
cases for the Galaxy Note device.
Overview of Services:
• Creative conference calls with rag & bone’s designers Marcus
Wainwright and David Neville.
• Sketches/concepts submitted for case designs and packaging.
• Full production day with rag & bone’s Marcus and David to capture
photo/video assets; AT&T and Samsung have usage rights including
the rag & bone logo and approved images/video footage for a
print/TV/online campaign.
• rag & bone’s Marcus and David participated in two NYC-based
Public Relations/Promotional dates with national and global media
publicizing the partnership.
• rag & bone’s Marcus and David hosted the official Galaxy Note
launch event on February 14th in New York City (fulfills one service
day).
Term: 1 year
Territory: USA

5. production day
AT&T and Samsung had one full production day with rag & bone’s Marcus
and David that was utilized to capture still photography and video that was
used in marketing/advertising tactics supporting the partnership.
The services of award winning photographer Danny Clinch were secured to
capture and direct both still and video content. Three images were selected
for approval for use in all marketing efforts. A :30 second TV commercial
was created. B-roll footage was captured to provide a “behind the scenes
look” of the shoot for Facebook video content. Laird+Partners was retained
to develop storyboard concepts as well as to develop an ad package.
Production Day Date: January 12, 2012
Location New York City, rag & bone showroom
and rag & bone retail store
Director Danny Clinch
Film Production MILKT Films

6. pr/marketing plan
Public Relations
AT&T/Samsung and rag & bone mutually approved one press release announcing partnership for
distribution the week of February 6th. Two publicists were retained to service the release and to obtain
editorial coverage in both fashion oriented outlets as well as mass media news services.
Marketing
Targeted advertising, featuring rag & bone designers with the Galaxy Note, was developed and placed in
key locations in New York City to coincide with the Galaxy Note’s release and the New York Fashion
Week. Tactics included:
MTV Video Billboard on Times Square – AT&T/Samsung received 2 minutes of air time per hour each
day and included a one hour roadblock. Billboard is located on Broadway between 44th Street and 45th
Street. Campaign ran February 6th through May 11th.
Billboard Magazine – AT&T and Samsung received a high impact media package featuring homepage
and Hot 100 page takeovers on billboard.com, banner ads on high traffic web pages on billboard.com,
sweepstakes promotion to drive consumers to co-branded Facebook page, promotion on billboard.com’s
“The Hook” (Fashion and Style blog). Billboard also promoted the AT&T/Samsung/rag & bone
sweepstakes via its Facebook page and Twitter feed.

7. pr/marketing plan
Facebook – A co-branded Facebook page with custom tabs
was created to host video content, still photography and
sweepstakes. Custom tabs were “fan-gated” to increase
consumer engagement. A tab showcased the Galaxy Note
device with a link pushing consumers to a point of purchase
site. Daily sweepstakes prizes have included $40,000 worth
of rag & bone gift cards, rag & bone merchandise and
Galaxy Note devices.
Facebook Advertising – Geo and demo targeted Facebook
advertising was implemented to drive consumers to the co-
branded Facebook page.
Bus Shelter Advertising – 25 posters were featured in key
locations in New York City. Creative promoted the
Samsung Galaxy Note and rag & bone the week of
February 20th.

8. pr/marketing plan
Women’s Wear Daily (wwd.com) – Runway Package (flight 2/9 – 3/21) included exposure throughout
NY, London, Paris and Milan Fashion Week show reviews and slide shows, banner ads (728 x 90, 300 x
250), 100% ownership of all major Runway landing pages (2/22 – 2/28),RUNWAY, Fall/Winter 2012, the
current schedule of FW shows, and current index page for most recent show reviews, 4 ads (728 x 90, 300
x 250,300 x 100, 300 x 250) and opportunity to run high impact skin on all major landing pages, Premium
Run of Site Impressions across WWD.COM 2/9 – 3/31 (includes 2 banner ads), Logo Sponsor of the
First Ever RUNWAY Channel Module on the WWD.COM Homepage 2/9 – 3/31, High SOV beginning
with the first NYFW Show running till the end of Collections – 88 x 31 banner, Week in Review
Newsletter Sponsorship 2/11, Sent to 11K+ opt-in subscribers every Saturday recapping the week’s biggest
news stories including major RUNWAY headlines (includes two banner ads).
The Daily Magazine and dailyfrontrow.com – included Homepage Takeover with Skin (2/11, 2/14, 2/16)
with 3 banners (300x600, 728x90, 468x60) and 1 skin (1300x5424), FIX Category Sponsorship (2/6-2/11)
with three banner ads (728x90, 300x600, 468x60), Runway Category Sponsorship (2/9-2/16)with 4
Banners (728x90, 300x600, 468x60, 300x250), Daily Newswire Newsletter (2/20-2/24), 1 banner
(300x600) Recaps FW big news, Dedicated Email Blast (2/10, 2/14, 2/15) with 1 Banner ad(600x700), 1
RHP opposite editorial in the The Fix in 2/14 issue.

9. rag & bone fashion week show
AT&T and Samsung were sponsors of the rag & bone fashion
show, which took place on February 10, 2012 at Pier 57 in New
York City. The men’s presentation took place at noon, the
women’s presentation took place at 5pm.
Deliverables:
• Ten (10) seats at the show and access to the AT&T/Samsung VIP lounge
backstage. These guests also attended the official After Party.
• AT&T/Samsung VIP lounge backstage featured couches, a water bar,
charging station, brand ambassadors who did product demos, co-branded
step and repeat for media, and more. VIP’s and front row guests received
a rag & bone tote, courtesy of AT&T and Samsung.
• AT&T and Samsung Galaxy Note logos appeared on official invites and
show programs.
• B-roll crew was backstage capturing photo and video content for use on
the co-branded Facebook page.
• Designers utilized the device during Fashion Week to take photos, videos,
and post content to the AT&T/Samsung co-branded Facebook page.

10. creative deliverables

11. rag & bone fashion week show
A co-branded 20’ x 20’ VIP area
was backstage at the rag & bone
fashion shows . The VIP area
featured co-branded posters, a
water bar, co-branded Step and
Repeat banner and seating for
guests.

12. rag & bone fashion week show
Three dimensional rendering of 20’ x 20’ VIP area.

13. rag & bone fashion week show
Three dimensional rendering of exterior placement of step and repeat banner.

14. rag & bone fashion week show
96” x 96” graphic behind water bar. 48” x 96” graphic on sides of VIP area.

15. rag & bone fashion week show
A co-branded step and repeat banner
was on the exterior wall of the VIP area
for photo opportunities.

16. rag & bone fashion week show
MensInvite 1/27/12 2:10 PM Page 1
Co-branded invite to rag
& bone’s men’s show on
February 10th at Pier 57
in New York City.
front back

17. rag & bone fashion week show
WomensInvite 1/27/12 2:10 PM Page 1
Co-branded invite to rag
& bone’s women’s show
on February 10th at Pier
57 in New York City.
front back

18. rag & bone fashion week show
The Galaxy Note went high
fashion at the rag & bone
fashion show on February
10th.

19. rag & bone fashion week show

20. rag & bone fashion week show
Screenshot from rag-
bone.com after fashion
show.

21. galaxy note launch party
rag & bone hosted the official
Samsung Galaxy Note launch party
on February 14th. Band of Horses
performed.
Launch party invite.

22. tv commercial
Danny Clinch shot :30 second
TV commercial featuring rag
& bone designers with
Samsung Galaxy Note.

23. approved photos for advertising

24. print ad
A full page, four color ad ran in
The Daily Front Row.

25. bus shelters
Bus shelter posters (25) promoting
the AT&T/Samsung partnership
were at key locations around New
York City for one week beginning
February 20th.

26. digital banners
Digital banners of various sizes were
featured on the following sites: co-
branded Facebook page to drive
consumers to daily giveaways,
billboard.com, wwd.com,
fashionweeklydaily.com and Facebook
advertising.

27. mtv times square billboard
To promote the partnership, AT&T and Samsung had creative placement on MTV’s Times Square
video billboard (located between 44th and 45th streets). Creative began on February 8th and ran
through May 11th. The photography and TV commercial appeared on screen 2 minutes out of every
hour each day.

28. facebook
The co-branded Facebook page went live on February 8th. The page features contest sweepstakes,
exclusive video content and tabs to the Samsung Galaxy Note Facebook page.

29. billboard
Facebook postings and Twitter feeds from Billboard Magazine to promote partnership and giveaways.

30. press release

31. press release
The following press release was developed and approved by AT&T, Samsung and rag & bone’s public
relations departments for distribution on February 8, 2012:
FOR IMMEDIATE RELEASE
February 8, 2012
AT&T AND SAMSUNG TEAM UP WITH FASHION BRAND
RAG & BONE FOR THE U.S. LAUNCH OF THE SAMSUNG GALAXY NOTE
AT&T* and Samsung Telecommunications America (Samsung Mobile) today announced their sponsorship of
fashion brand rag & bone for the U.S. launch of their upcoming device, the Samsung Galaxy Note™ exclusively at
AT&T, available in-store Feb. 19 and for pre-order now. As the ultimate device, the Galaxy Note consolidates the
core benefits of a tablet while maintaining the portability of a smartphone. In celebration of the release of the Galaxy
Note, rag & bone designers Marcus Wainwright and David Neville have designed a custom case for the Galaxy Note,
available soon.
In addition, AT&T and Samsung Mobile will serve as the title sponsor of the rag & bone Fall Winter 2012 Mens and
Womens Collection shows on February 10th during New York Fashion Week. As a part of the partnership, David
Neville and Marcus Wainwright will host the Galaxy Note U.S. launch party during New York Fashion Week on
February 14th. The creative collaboration between the Galaxy Note and rag & bone is a perfect fit as both emphasize
inspiration and ease of use whether through fashion or technology. “Working with Samsung on this project has
been a very exciting process. We are looking forward to the release of the Galaxy Note and to be involved in the
launch of such a cool device that merges technology and design,” said Neville and Wainwright of rag & bone.
“The Galaxy Note is the perfect device for designers, such as Neville and Wainwright, as it allows everyone to
sketch out thoughts and ideas, and easily share – no matter where you are,” said Dale Sohn, president of Samsung
Mobile.

32. press release
AT&T, Samsung and rag & bone have created a co-branded advertising campaign, which will launch later this
month, to promote the Galaxy Note™ and the rag & bone partnership. There will also be a Facebook page offering
an interactive experience for consumers, which will feature daily giveaways including rag & bone gift cards and
merchandise, Samsung Galaxy Note devices, VIP passes to rag & bone’s Fashion Week show and postings by the
designers. The Facebook page can be viewed by going to http://www.facebook.com/galaxynoteragandbone.
The Galaxy Note allows users to capture, create and share in new and unique ways. With a 5.3” HD Super
AMOLED™ screen (1280x800), the Galaxy Note combines smartphone capabilities with an integrated S Pen™ and
larger viewing screen in an easy-to-carry device. The pressure-sensitive S Pen can be used to take notes or
personalize images which can be sent via email or text and its touch-screen. The Galaxy Note includes 16GB of
built-in memory, an SD card slot, Wi-Fi, Bluetooth, and GPS. It also features an 8-megapixel camera with 1080p
video recording on the back and a 2-megapixel camera on the front. The Galaxy Note will be available in carbon
blue and ceramic white in AT&T stores on February 19, with pre-orders beginning on February 5.
Founded in 2002, rag & bone designers Marcus Wainwright and David Neville had one objective: to make clothing
they and their friends would love to wear every day. Since its inception, rag & bone has grown into a global
lifestyle brand offering men’s, women’s, footwear and accessories collections that are available at high end
boutiques and exclusive department stores worldwide. rag & bone also operates six stores in NYC, one in
Washington DC, one in Tokyo and an e-commerce site at rag-bone.com.
*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T
brand and not by AT&T Inc.

33. press
New York Daily News People.com LA Times.com
Sample press outlets. Over 250 news outlets from around the world ran the press release or stories
about the partnership.

34. new york fashion week bloggers

35. fashion week bloggers
One of the key paradigms that is shifting in today’s
media environment is the influence of bloggers.
According to the 2011 Social Media Matters study by
BlogHer.com, more than 50 percent of the active blog
readers in the general U.S. online population have
made a purchase based on a blog recommendation.
Given the power of the blogger, AT&T and Samsung Bryan Boy
had the unique opportunity to partner with three of
the fashion industry’s most popular and influential
bloggers; Bryan Boy, Leandra Medine and Susie
Bubble to integrate the Galaxy Note into their daily
use and use the power of their individual blogs to
highlight the Galaxy Note’s functionality and create
buzz around the new must have device for the trendy
and early adopting fashionista crowd.
Leandra Medine Susie Bubble

36. fashion week bloggers
Bryan Boy (bryanboy.com – over 5.8 million total hits)
Bryan Boy is the pen name of Bryan Grey-Yambao, a Filipino fashion blogger. His eponymous blog, attracts more than
200,000 unique visitors from 212 different countries each day. Vogue featured Bryan in its March 2010 issue as one of
the most influential bloggers in the world while The New York Post named him one of the nine hottest internet
celebrities.
Susie Bubble (stylebubble.com – over 1 million hits per month)
Susanna Lau, aka Susie Bubble, is well-recognized as one of the world’s first fashion bloggers, starting stylebubble in
March 2006. Her blog has become an internet sensation garnering over 35,000 hits a day, winning awards, and gaining
recognition as one of the most powerful fashion blogs by Net-a-Porter and The Observer. Susie is now consistently on
the pages of the publications that initially sparked her interest in fashion including worldwide editions of Elle and
Vogue. The worldwide reach and popularity of stylebubble has not gone unrecognized, as Gap tapped 27-year-old
Susie to cameo in its 2010 Christmas advertising campaign.
Leandra Medine (manrepeller.com – over 320,000 unique views per month)
Leandra Medine is a freelance stylist, writer and editor of the fashion blog The Man Repeller, which chronicles
fashion-forward ensembles that attract the admiring gaze of fellow fashionistas. Her career has taken off since The
Man Repeller debuted in April 2010. Within days it became an internet sensation, attracting notable blogs such as
Style.com, Gawker and Fashionista.

37. fashion week bloggers
Timing: February 9 – February 16, 2012
Deliverables:
• Each of the three (3) were provided the Samsung Galaxy Note during Fashion Week, starting on
February 9th (to learn how to use it), and ending on February 16th.
• Bloggers were required 1 hour of training on the device by designated Samsung/AT&T expert.
• Bloggers carried the device the entire week of Fashion Week, starting on February 9th and ending on
February 16th. Bloggers deliberately used/held/displayed Samsung Galaxy Note for the public,
press, media to see the device at every fashion show they attend, to maximize possibility of attention
to devices.
• Bloggers tweeted using device and posted photos and/or videos to Facebook and to their blog using
device.
• Bloggers posted a link on their blog each day to drive consumers to the Samsung/AT&T co-branded
Facebook page with a call to action inviting their audience to check out the cool new device they were
using during Fashion Week. Call to action made it clear that bloggers were using the Samsung Galaxy
Note.
• Bloggers were not be responsible for any costs of the device, replacement (if lost or defective),
network service for voice/date, etc.

38. fashion week bloggers
Three of the industries top fashion bloggers each photographed with the Samsung Galaxy Note.

39. fashion week bloggers

40. fashion week bloggers
Bryan Boy Susie Bubble
Leandra Medine

41. contact
MAC Presents
15 W 26th St.
12th Floor
NY, NY 10010
macpresents.com
Marcie Allen
President
646.341.8109
marcie@macpresents.com
Nick Simulia
Executive Vice President
317.258.8130
nick@macpresents.com
Jessica Beutler
Sr. Sponsorship Coordinator
646.341.8109
jessica@macpresents.com