MARIA ROSA A. DONADO

PORTFOLIO

dear mania

Hundreds of teens gathered outside the Steve & Barry’s in the Manhattan Mall on August 16th, anxiously awaiting their idol. As Amanda approached the front of the store, both the crowd and photographers went wild.

To promote the launch of Amanda Bynes’ clothing line, local radio station Z100 had invited everyone to come down and get Amanda’s autograph. They announced the event both on-air and sent street teams to high traffic areas to lure people to the store. To entertain the crowd, Z100 also conducted a radio remote, giving attendees tickets to a screening of Amanda’s movie “Sydney White,” teen novels donated from Scholastic Books, and ton of Z100 goodies.

To ensure that we received the largest amount of media coverage, we created three different photo moments, a chance for the local newspapers and tv to get one-on-one interviews with Amanda, and chances to for media to interview excited customers.

The success resulted in a fun day for all and accomplished both marketing and operation objectives.