Drive awareness and sales for the Aéropostale brand by developing a back to school promotion that connects with high school students 14-17.
Teens are looking to be celebrated for what they are doing in and out of school and believe brands can provide that recognition.
AMP created an online model search where “Real Teens” could enter to win a $5,000 personal college scholarship and the opportunity to represent Aéropostale in their Fall advertising campaign.
An online destination was developed where teens could register, enter the contest, cast their votes, and promote the program to friends. The contest was supported with an integrated marketing mix of online, mobile, print, PR and social tactics.
Within a 30 day window, there were 250,000 site visits, over 1,000,000 page views and nearly 6,000 entries into the contest helping to drive over 13,000,000 PR impressions and steady BTS store traffic.