case study

Grabbing a Share of the Black Friday Traffic

New York & Co. needed to drive store traffic and sales to win the key Black Friday shopping holiday. The idea needed to create a sense of urgency and build excitement around getting to the store early by offering something BIG to cut through the noise of the holiday.

The “coming soon” campaign built anticipation with a countdown clock on the entry site to create a sense of urgency and get New York & Co. on shoppers’ Black Friday list.

The first 200 shoppers to arrive at each New York & Co. store received a code they could use to enter for their shot at the Grand Prize.

The campaign was communicated digitally as well as in-store through point of sale, including dressing room signage.
“This is such a blessing. I am so thankful,” – Mary T., Grand Prize Winner



people visited the program site in just two days to enter codes.


of entrants used a code obtained in the store and over 60% entered via a mobile device.

Over 50%

of participants opted to receive communications from New York & Co.