PINK Nation Motel | Pink | Work
Over the past decade, we have helped PINK pioneer breakthrough collegiate marketing. To once again raise the bar, PINK challenged us to create a one-of-a-kind experience that drove buzz through a digital contest, culminating in an unprecedented brand immersion. To broaden the reach, sharable content was a must – we had to ensure that every aspect of the experience was “Gram-worthy.”
We created the first-ever PINK Nation Motel, inviting 100+ PINK Campus Ambassadors, sweeps winners, influencers, and brand team members on a fly-away trip to a surprise destination.
From the moment our guests touched down at the airport, they received the VIP PINK treatment, road tripping from LAX to Palm Springs in branded luxury buses, making fun pit stops along the way.
Upon arrival, guests were plunged into PINK Nation Motel: A traditional motel that had been transformed into an immersive PINK experience – from the grounds, to the lobby, to the pool deck, to the guest rooms and more.
The weekend was packed with a “PINK-ified” itinerary of fun: We took over a local amusement park, brought the girls to the desert for ATV rentals, took a scenic hike, executed an on-property pool party, instituted a city-wide scavenger hunt, and created a “drive in movie” on the pool deck. Photoworthy treats were served all weekend including fancy mocktails, nitrogen based popsicles and acai bowls with colorful toppings served in coconuts.
Everything – from the views, to the food, to the hotel itself – lent itself to photo capture and social sharing, evoking FOMO from attendees’ followers across the nation.
Attendees were provided customized gift bags with head-to-toe product to outfit them for the weekend, so all photos highlighted the latest PINK styles.