Waterfront worked with Supre as the supporting sponsor for the Pussycat Dolls Tour. As the exclusive fashion retailer connected to the tour, Waterfront and Supre were able to develop a strategic marketing plan to optimise the objectives of the Supre brand. A national in store promotional campaign was created including the chance to win one of many styling sessions, a $500 Supre wardrobe, fab seats to the show, attend a Pre show VIP function and meet the Pussycat Dolls backstage.
Supre didn’t miss any opportunity to maximise their brand awareness by running promotions at the venues. Dozens of Supre staff dressed in Pussycat ears lined foyer entrances giving out Supre goodie bags and giving hundreds of crazed Pussycat Dolls fans the opportunity to have their photo taken on the Supre red carpet – a little reminder of their special night out with the Pussycat Dolls.
Supre was able to leverage its promotional campaign by directing competition entrants to the Supre website where viewers could enter competitions, share photo’s and chat online creating a huge viral component to the campaign. A great example of how Supre used the superstar status of the Pussycat Dolls to drive their brand.
