Maxim wanted to give college students the spring break of a lifetime, while growing brand affinity, driving awareness, and supporting other Maxim partners.


YMC in partnership with StudentCity produced Maxim Break, an experiential marketing initiative in Acapulco, Mexico including:

  • Celebrity guest appearances and meet & greets with Real World and Road Rules stars
  • Live Maxim Radio broadcasts on Sirius XM radio with performances by Lil’ Flip and DJ AM
  • The House of Wax film promotion with trained estheticians “waxing” spring breakers, and appearances by Paris Hilton
  • Interactive contests, dodge-ball zone, and awesome house DJs spinning all day everyday


  • Hundreds of thousands of spring breakers exposed to the Maxim brand and Maxim partners over a 2 week period