Macy's Targets College Students With Beach-Themed Promotion

On Saturday afternoon, Macy's Star Beach Party brought a warm-weather vibe to the downtown department store. The spring-break-themed event—which offered non-alcoholic strawberry daiquiris, live music from Hey Champ, and bikini-clad models—wrapped up a promotion that involved pop-up events at 10 local schools in February and early March.

With the slogan "This Spring Break Is Gonna Be Hot," "the program was designed to engage and speak to college students at a key time, spring break, reminding them that Macy's is a cool shopping option that delivers a fun, social experience," said Martine Reardon, executive vice president of marketing and advertising at Macy's department stores.

Reardon added that the event was "a pilot that we tested exclusively in Chicago. We thought the city was a perfect fit because we have more than 150,000 college students within the Chicago area. Many are looking to travel someplace warm over their break, but not without the perfect bikini, sun dress, swim shorts, and sandals."

Taking over the campuses of such institutions as Northwestern University and University of Chicago, the pop-up events took place in colorful tents from Green Lab Creative. Inside, models showcased gear from Macy's current swimwear selection and a beach-themed photo area let students pose with oversize sunglasses and flowered leis. Staffers doled out hot chocolate and so-called "booty bags," which guests were encouraged to bring to Saturday's party as a place to store swag from sponsors such as Clinique and Pop Chips.

During the events, vans emblazoned with the promotion's logo circled around campuses. An SMS code on the bottom of the roving billboards prompted students to text "Party" to a particular number; participants received messages about the Star Beach party and discount offers. The party also got its own Facebook page and Twitter account, and "we used ambient marketing tactics such as messaging on pizza boxes, coffee sleeves, coasters, and mirror clings," said Reardon. Saturday's happening ultimately drew 725 guests.