Cellular Skate Midnight Madness

Background: Once a year, independent skate shop, Cellular Skate closes its doors at 8 pm, then re-opens them from 8:30 to midnight for the skate shop’s biggest sale of the year.

Challenge: Since the sale only happens once a year, it’s pretty important. The event’s advertising needed to encourage customers not to miss the event while also maintaining the brand’s edgy, “I don’t care what you think” attitude.

Solution: We targeted existing customers with direct-mail and email campaigns, then negotiated a media buy, targeting new customers with 30-second radio spots, on-air mentions, an on-air contest and an on-location presence from the radio station at the sale itself. 

The campaign produced an impressive ROI for the client, and helped boost sales in a flagging economy.