Dell links with Threadless for ongoing promo

CHICAGO: Dell partnered with T-shirt design company Threadless, known for its crowd-sourcing efforts, to launch a promotional campaign the computer firm hopes will jump-start its user-generated model.

CHICAGO: Dell partnered with T-shirt design company Threadless, known for its crowd-sourcing efforts, to launch a promotional campaign the computer firm hopes will jump-start its user-generated model.

Threadless is celebrating its 10th anniversary and Dell has chosen 11 designs from the past 10 years to offer laptop design options within its Dell Design Studio.

The organizations, working with Threadless agency Attention and Dell partner Axicom, are promoting the partnership through methods such as e-mail marketing, website promotion, social media, and traditional media relations.

Bharat Chopra, brand manager for Dell Design Studio, said he's excited about the opportunity to extend the partnership to a user-generated design contest that solicits artists and employs the Threadless model.

“Since we launched the Dell Design Studio our objective was to get into a user-generated content model,” he explained. “Threadless has demonstrated that it does this in the right way, and it's a chance for us to partner with artists. It's a perfect fit.”

The partnership will also be promoted during Threadless' 10th-anniversary tour, which kicked off this week. The company will spend four weeks traveling throughout California, and along the east coast in the fall. Dell will provide the company with Threadless-designed laptops, through which the team will encourage people to visit the Dell Design Studio website.

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