Mervyn’s Event Marketing Tour

Objective
Drive traffic into Mervyn’s stores, build brand awareness, and increase sales in Mervyn’s children’s apparel by utilizing the uniqueness and fun of Pinkie’s Palace. Target market was girls ages 4-12.

Program
The exciting, eye-catching pink and purple environment called Pinkie’s Palace included a mobile tour consisting of Pinkie’s Patrol, a retrofitted VW Van, and Pinkie’s Playhouse, stopping at Mervyn’s store locations, special events, and Minor League Baseball games. Each stop created an event where girls received a mini make-over, played dress up and received a photo, taken with Pinkie or in front of the van or Playhouse, in a Pinkie’s branded frame. The Pinkie’s Playhouse was awarded to a sweepstakes winner upon program completion and the entries provided Mervyn’s additional consumer data for CRM.

Result
The colorful, large set-up of Pinkie’s Palace created buzz at all events attracting a large audience from the target. Branded premiums drove traffic into the stores thereby increasing foot traffic and ultimately sales.