CHALLENGE

Create awareness for and engage college-aged girls around the relaunch of the all-new PINK Nation app, Victoria’s Secret PINK’s loyalty program, with a newsworthy stunt in Chicago.
 

 

SOLUTION

Victoria’s Secret PINK took over Chicago, the city with the highest number of PINK Nation members, with a one day stunt by creating the first-ever mobile double-decker bus tour and engaging A-list talent for a concert around the city. The brand teamed up with award-winning DJ/Producer Marshmello to perform atop the customized PINK double-decker bus throughout the city. The day kicked off at Victoria’s Secret Michigan Avenue store where Marshmello met PINK Nation members before his performance atop the bus that went down Michigan Avenue making stops at famed Stan’s Donuts and Lou Malnati’s Pizza that turned pink for the day, and ended with an exclusive concert at Navy Pier. PINK Nation members gained front row access to this all day event, and perks including complimentary pink donuts and pizzas at partner locations.

RESULTS

Over 80 million earned media impressions


Thousands in attendance at Navy Pier


Over 2 million social impressions from Marshmello

 

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