Cosmopolitan headed to Miami on Saturday for its second annual Bikini Bash at Nikki Beach. The magazine's biggest marketing stunt of the year, the event lured more than 700 bikini-clad locals, tourists, and spring breakers—the first 500 sporting complimentary Shay Todd bikinis—to Miami Beach to spell out C-O-S-M-O for an aerial photograph that will run in the magazine's August issue.
"It's a fun event that brings the magazine to life and allows our readers to interact with the brand as well as have a fun day in the sun," said Jason Cavallo, Cosmo's creative services director.
Cosmopolitan recruited participants through advertisements in the February and March issues of the magazine, local radio spots, and a special outreach to seven local universities. "To get the sorority girls to attend we created the Sorority Challenge, where the chapter with the most girls [at the event] would get to take an individual group photo that will appear in the magazine," said Cavallo. In the end, Theta Phi Alpha sorority from Florida Atlantic University took home top honors.
After receiving the final head count, Mark Cheplowitz, president of Wizard of Ah's, organized the participants into their letters in groups of 100 at a time for the photo, which was taken from a helicopter by photographer Vincent Laforet. The group then ran into another formation, this time spelling out N-I-V-E-A, the stunt's main sponsor.
While the shoot took place, the venue catered a light lunch of paninis, salad, grilled veggies, fruit, and dessert for 50 Nivea clients. Their long table on the beach was separated from the main event by the club's signature sheer white curtains.
A beach party for the stunt participants kicked off after the final shot was taken. In addition to music from Nikki's DJ Bruno and a three-song set from singer Leo Gallo, multiple 10- by 10-foot tents on the property's beachfront housed airbrush tattoo artists, meet-and-greet opportunities with Nivea spokeswoman and Laguna Beach alum Kristin Cavallari, David Barton Gym trainers offering free gym memberships and fitness tips, and airbrush sunscreen application from Cosmo's "sunscreen ambassadors'' (translation: shirtless male models). Nivea also partnered with Nufree Beauty to provide leg and back massages in a 20- by 20-foot tent.
Local radio station Y100 broadcast live from the bash throughout the day, along with Cosmo Radio, the magazine's station on Sirius Radio.
