Objective:
Create excitement and drive-to-store during Black Friday Weekend.
Activities:
• Ticket distribution for free small KAWS plush toy before 12PM on Black Friday to create buzz and line generation the morning of Black Friday
• Appealing to both KAWS and SNOOPY fans with the first “black” Snoopy toy
• Additionally offered gifts with purchase for 3 days over Black Friday Weekend.
• Landing Page and Press Release launched mid October to preview new KAWS product.
• Coordinated asset delivery for 40+ store visual set-ups
• Included incentives to keep customers in line early morning with free coffee & pancakes.
• Worked closely with security and NYC permits to ensure smooth opening and line operations.
Results:
• Lines appeared early morning with customers excited to get their free item, and remained through 11am, when we were out of the daily plush toy supply.
• Achieved hefty weekend sales goals for all US stores, 110% to target
