Situation

American Eagle Outfitters wanted to increase brand awareness among college students, showcase alternative Spring Breaks with sun, snow and “green” destinations, as well as drive consumer traffic online and in store.

Solution

YMC and American Eagle created a two-tiered Spring Break program that targeted students in Cancun (sun) and Squaw Valley (snow) through:

  • Creation of an AE Cancun lounge, day stage, product distribution area, sporting zone for dodgeball and volleyball tournaments, and a custom t-shirt hut
  • Custom branded AE keycards and elevator wraps at hotels, branded buses, and a nighttime concert featuring Fall Out Boy and Akon
  • AE Squaw Valley village featuring a mountainside performance by Gym Class Heroes, on-mountain AE Lounge with fire pits, a DJ, MC games/contests, and free product giveaways

Results

  • 20,000 AE bags and lip gloss samples distributed and more than 6,000 custom t-shirts created in Cancun
  • Distribution of over 11,000 scarves, 3,000 lip gloss samples, and 1,500 AE bags in Squaw Valley
  • Over 150,000 unique physical impressions and over 15MM total impressions
  • An audience of over 20,000 spring breakers for the sun and snow concert series
  • Content filmed and aired from the concert events, snow, and sun activities shared across in-store TVs & online at ae.com

Videos

Photos