To create a unique campaign for Journeys to raise brand awareness, own the prom conversation, and further build trust with students nationwide ages 13-19.

SOLUTION

Build a multi-phase campaign, led by social media influencers Baby Ariel and Daniel Skye, giving high school students around the country the chance to win a customized prom event with a special performance by GRAMMY Award-winning artist Daya. A social media contest utilized tagged photo submissions from teens across the nation as voting to determine a winning city, Houston! For the event, a warehouse was transformed into the ultimate prom, which included a red carpet entrance, photo sharing moments, a light tunnel, confetti cannons, VIP area and meet & greets. Teens were encouraged to ‘Forget their tux, and grab their Chucks’ for the opportunity to win prizes and VIP treatment throughout the night. Hundreds of Houston area high schoolers came together for the event of a lifetime that served to build brand loyalty with Journey’s core consumer.