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Office Depot, One Direction Link Up for Marketing Push

The retailer has launched an integrated marketing effort with the band and its documentary concert film, which makes its U.S. premiere tonight in New York.

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CUE HIGH-PITCHED SQUEALS: Expect pubescent mayhem outside the Ziegfeld Theater tonight when the boys of One Direction arrive to attend the U.S. premiere of their documentary concert film “This Is Us.” Office Depot has launched an integrated marketing effort with the band and the film — think of all those back-to-school supplies it will sell — and for the premiere it is literally auctioning off the clothes from One Direction’s backs. (Control your hormones, ladies.) Starting today at noon, fans can bid on Charitybuzz.com for clothing items including Harry Styles’ beloved Ramones T-shirt by 1234 Ramones Apparel, Zayn Malik’s black skinny pants by Topman, Louis Tomlinson’s white Vans sneakers, Niall Horan’s blue button-down shirt by Asos and Liam Payne’s peace-sign T-shirt by Topman. All proceeds from the online auction, which ends Sept. 17, will go towards the Office Depot Foundation’s antibullying programs.

Created by marketing agency SEW Branded, the “1D+OD” partnership includes a collection of One Direction-branded notebooks, binders, pens and collectibles that are available at all 1,614 Office Depot stores and its e-commerce site. For those lucky few invited to the official “This Is Us” after party tonight — look for lots of celebrity progeny, said flacks — all the auction items will be on display for in-person bidding.

 

RELATED STORY: One Direction Launches First Scent >>

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