Victoria's Secret Builds Buzz with Colossal Gift Box - Event Marketer

Victoria’s Secret Builds Buzz with Colossal Gift Box

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Brand: VICTORIA'S SECRET
Agency: MR. YOUTH
Awards: EX AWARDS — BEST P.R. STUNT
Year: 2005

A three-story high pink gift box smack in the middle of Miami Beach during spring break created quite the buzz for the launch of the Victoria’s Secret’s Pink line.

For a few days prior to the event, the box stood without brand identification—only a countdown clock and a sign reading, “When the Countdown Ends, the Party Begins!” Reps on Segways and roller skates passed out invitations to the unveiling. “We wanted to introduce the brand in a fun and spirited way,” says Sarah Tervo, Victoria’s Secret spokeswoman.

On event day, a front-page color photo in The Miami Herald revealed Victoria’s Secret as the brand behind the box. A crowd of 5,000 gathered for a fashion show, live music and promotional giveaways. After the event, a fleet of pink Hummers and giant pink dog inflatables on hotel rooftops continued to spread the brand’s message around Miami.

CNN, MTV, and Entertainment Tonight covered the event, and area Victoria’s Secret stores reported triple-digit percentage sales increases as a result of the buzz campaign.

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