Macy’s announced a partnership with Warner Bros. in conjunction with the anticipated new film Sex And The City 2, debuting in theaters in the U.S. on 5/27. Celebrating the return of everyone’s four favorite NYC gals, Macy’s has created a multiplatform effort designed in conjunction with Macy’s Girls Weekend May 20, to fully integrate Sex and the City 2 into print, TV and in-store advertising, as well as in-store events tailored to the movie’s fashion-loving fan. The national 30-second TV spot breaks on 5/19, featuring scenes from the upcoming movie trailer. Macy’s spokesperson Alison Kmiotek tells RBR-TVBR the spot is not localized for regions but will run on major networks during select programming.
Macy’s Girls Weekend, inspired by the friendships and fashions of the chic Sex and the City 2 characters, is centered on experimenting with fashion in the fun environment of weekend shopping and spending time with girlfriends. In select locations across the country, Macy’s will host fashion events in which customers will learn how to pull an outfit together for a weekend with the girls, all available in America’s Department Store. As an added bonus for Sex and the City fanatics, Macy’s will be giving away Sex and the City 2 advance movie screening passes to the first 50 customers in 55 markets across the country who make a storewide $100 purchase on Thursday, 5/20.
To commemorate the launch of the motion picture, Warner Bros. has created an exclusive, limited-edition Sex and the City 2 make-up brush set available only at Macy’s, redeemable at the Fragrance Bar on Friday, May 21 with any $100 storewide purchase.
Macy’s will also execute two consumer sweepstakes tied to the premiere. The first will send a winner and three guests to the movie’s premiere at Radio City Music Hall. Fans can enter to win exclusively on macys.com from May 4-11, 2010, with the winner to be chosen on 5/14. The second sweepstakes, to take place online between May 4-23, will give fans and customers the chance to win an exotic trip for four to Marrakesh – a vacation inspired by a trip the girls take in the new movie.
Additional elements include a direct mailer highlighting Macy’s Girls Weekend in-store events and movie release information, a dedicated sitelet on macys.com with Sex and the City 2 Girls Weekend special events and movie screening information, as well as inclusions in select newspapers across the country.