Locker-rocking prizing inspires a new demographic.
Even though Staples was widely recognized as the go-to office supplies store, teens still viewed the retailer as for adults-only. AMP's job: design a campaign to build a teen database and drive students to Staples for back-to-school shopping.
AMP knows teens like to do everything – including getting prepped for school – their way. The solution: Rock Your Locker, an engaging online destination that let teens customize their back-to-school transition with daily prizes to stock their closet at home and their locker at school.
With electronic, apparel and cash prizes just for teens – including a Grand Prize trip to L.A. – teens finally had a reason to head to Staples. In-store signage, online media and PR supported the online sweepstakes, while a drive-to-retail instant win game, personality quiz and weekly polls built further excitement among teens.
Rock Your Locker generated over 55,000 entries, 15,000 opt-in email addresses and a brand health boost in the teen market that helped Staples pass key competitors.
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