SITUATION

Secret sought to integrate anonymous social sharing into the collegiate lifestyle through activations at the nation’s top spring break destination, Panama City Beach, FL.

SOLUTION

We built an integrated approach leveraging daytime & nighttime hot spots, social/email/web assets, A-list musical artists, and fun activations including:

  • Secret Oasis
    • The Secret Oasis provided Spring Breakers with a place to relax on cool seating, charge their phones, and make memories with their friends in our GIF photobooth
    • Secret users who earned hearts on their posts were able to redeem for various prizes including apparel, beach games, and high-value electronics
  • Nighttime Party Program
    • We worked with Spinnaker Beach Club and other top bar & club venues for a variety of fun and engaging activations including Secret VIP line cuts, a popsicle stand, streaming Secrets to video screens, high-visibility signage & draft cups, and awesome branded promotional items
  • Beach Bash
    • Secret sponsored two Beach Bash concerts with headliners Diplo & Kaskade, featuring a VIP line, private elevated viewing stage, beach essential swag, signage, draft cups, and a photo-op in front of a 20′ inflatable wave
  • Hotel Check-Ins
    • Spring Breakers arriving at top hotel properties were greeted by Secret Ambassadors and encouraged to download and engage with the app and activation elements throughout the week
  • Social/Email Promotion
    • By partnering with top student travel companies and influential Spring Break and collegiate social accounts, we were able to reach tens of thousands of spring breakers before they arrived on-site in PCB

RESULTS

  • Over 5,000 direct downloads generated in-demo during a 3 week period & significant viral growth on campus
  • Tens of thousands of pieces of user-generated content themed around the collegiate lifestyle and spring break
  • During spring break, Secret broke the top 100 iTunes App Store rankings
  • Over 500,000 impressions generated through physical event execution, organic content creation, and student ambassador social outreach