Beatles Vinyls Unlock Early Access to Eton's Latest Limited-Edition Collection in new Campaign

Nov. 09, 2023

Launching this week, luxury shirt brand Eton offers fans early access to its new limited-edition Beatles collection ahead of the general public release. By turning the world’s most overlooked commerce asset, the barcode, into a code for early access to the new collection at etonshirts.com, Eton allows The Beatles’ biggest fans to be the first to purchase the collection.

In 2023, The Beatles are now as relevant as ever. This week marks the launch of Eton's new limited edition Beatles collection, which reimagines the timeless fashion legacy of the band. The launch campaign sets out to treat Beatles fans, allowing them to buy the shirts before anyone else – but only if they can prove their fandom first. Sebastian Dollinger, a longtime fan and the Creative Director at Eton, has led the development of this line.

Sebastian Dollinger, Creative Director at Eton said:

"This is a collection by the fans for the fans. We wanted to give people who love the band as much as we do the chance to buy it first, using some of the most beloved fan items – The Beatles’ LPs. By turning the barcodes on the back of select releases of the legendary Beatles LP's' The White Album', 'Abbey Road', 'Revolver', 'HELP!', and 'Magical Mystery Tour' into codes to access the yet-to-be launched collection, fans receive four days early access."

 

Petter Rudwall, Creative Director at Valtech Radon said:

"We're turning the most overlooked commerce asset in the world, the barcode, into a sales channel for Eton's e-com platform. Not sure what Ringo thinks, but we're quite satisfied with how the campaign turned out."

 

 

Janelle Hallberg, Brand & Communications Director at Eton Shirts said:

"With this campaign, we’re elevating the e-commerce experience in a uniquely interactive way – connecting the tactile enjoyment of owning a Beatles vinyl with the thrill of securing an Eton X Beatles shirt."

 

Exclusive pre-launch access will be available starting November 9th on etonshirts.com. The barcode numbers from the back of select The Beatles LPs act as an entry code to early access to the store. The offer applies to select albums, including "The White Album", "Abbey Road", "Revolver", "HELP!", and "Magical Mystery Tour".