The Las Vegas Strip: a place well known for significant skin exposure. Making that reputation work for its brand was Us Weekly, which hosted its annual Hot Bodies event on June 4 at MGM's Wet Republic pool for about 400 consumers. New York-based senior integrated marketing manager Victoria Lopez oversaw the event, working with Los Angeles-based Caravents for its production.
“Las Vegas offers Us Weekly a few ideals: the geographically diverse audience in one location and an outdoor pool party setting that’s a natural fit for our 'Hot Bodies' issue celebration," Lopez said. "These conditions are also appealing to sponsors looking for sampling opportunities. As with every Us Weekly event, we offer activations that offer a higher level of engagement with consumers."
Hosted by Maksim Chmerkovskiy, this year’s event offered guests the chance to show off their bikini bods in a photo booth with a logoed press wall backdrop, try out feather hair extensions, get manicures with Sally Hansen’s Nail Effects, or get palm readings from Evolution of Smooth. Better'n Peanut Butter offered reduced-fat peanut butter smoothie shots, and Venus offered tips to get bikini ready for summer. Australian Gold also provided a sun-care station, where guests got sprayed down with the brand's latest bronzing lotion.
Partygoers received Us Weekly gift bags for participating in the different activations and scooped up Extra gum as they departed the venue.
