Can a single line in a film make a difference?  It can if the line is your brand and website - in this case 'Bag Borrow or Steal' and if it's in this year's most anticipated film (Sex In The City).

With Brands - the focus is so much on CPM for television, huge video views online and box office smash in terms of product placement.  The wisdom has always been that in order to boost sales, you have to be on a massive wave.

Bag Borrow or Steal is hoping that isn't the case.

Referred to as the 'Netflix for Handbags', Bag Borrow or Steal offers women an exciting new means of enjoying the luxury accessories they love.  With access to over 3,000 styles of authentic luxury handbags and jewelry, (Gucci, Chanel, Prada, Louis Vuitton, Coach, Vera Wang and Stephen Dweck), members have the flexibility to borrow by the week or month.  And here's the nice touch -- if you like what you're borrowing, it comes with an option to buy. Run by former CEO & President of Land's End - this company is in the right place at the right time. 

In the film, Academy Award-winner Jennifer Hudson plays Carrie Bradshaw's assistant in Sex and the City and her character happens to have an infatuation with handbags. During her job interview with Carrie, she mentions that she borrows her designer handbags directly from Bag Borrow or Steal.

Will this work for Bag Borrow or Steal?

Last year, Kimberly-Clarke did a small campaign for their Duckbill Dust Mask which resulted in a 30% increase in sales for the entire 'Do It Yourself' (DIY) division - all from a video with less than 100,000 views on YouTube.  The success was due to how the company leveraged the buzz from the video within the company and thru all of their existing retail channel.

Bag Borrow or Steal launched a "Sex and the City Style Profile" YouTube Contest and the "Sex and the City Purse-onality" Sweepstakes. They also launched a Sex and the City style shop, which provides women access to a collection of luxury accessories inspired by the four main characters of Sex and the City.

Following the film's release on May 30, Bag Borrow or Steal will expand the collection to also feature select styles worn in the movie by the fashionably fabulous cast.