With back-to-school shopping at the top of consumers' minds, brands are vying to showcase their new fall goods. Here's a look at how Sears, Teen Vogue, and Best Buy used events to catch shoppers' attention.
Members of Sears's "Shop Your Way" rewards program had the chance to win a $10 gift card to Wafels and Dinges. The food truck was on site to dole out Belgian treats.
Teen Vogue hosted Back-to-School Saturday, a nationwide shopping initiative, on August 10. On August 9, a kickoff event (pictured) took place at the Grove in Los Angeles. Approximately 12,000 guests made it out to the event, which was produced by Caravents included a fashion show hosted by actress Bella Thorne.
The fashion-centric event offered multiple styling stations from sponsor Maybelline. Manicurists painted guest nails in colors that are trending for fall; they also handed out coupons for discounted products.
At another station, makeup artists touched up guests' faces and gave them customized face charts with recommended products.
To celebrate the opening of the Windows Store at Best Buy in West Los Angeles, Major League Soccer teamed up with the retailer to host a sporty activation on August 7. Produced and designed by Shiraz Events, the activation had a back-to-school tie-in that encouraged consumers to use technology to learn health and fitness tips for the coming school year.
Activations outside the store were intended to drive consumers inside. Elements included a full-size soccer field built over the parking lot. Throughout the day, guests took to the temporary field to participate in soccer drills. Major League Soccer stars Clint Mathis and Mauricio Cienfuegos were also on hand for meet and greets.
Shiraz also designed a custom tent, where an "App Bar" let consumers test out health and fitness apps on new Windows devices. Hanging above the bar were three four-foot weather balloons painted to look like soccer balls.
On August 12, Sears showcased its back-to-school denim selection at the Jean Scene Experience in New York's Central Park. The event included a dance performance led by Dancing With the Stars' Derek Hough.
Since Sears has 1,000 styles of jeans, the event's decor included a giant mock-up of the number 1,000, made out of shelves filled with jeans.
