As the most “high-tech” and “high-touch” formalwear rental platform available, George Zimmer’s new online tuxedo and suit rental company set out to own the occasions most deserving of a tuxedo, starting with the year’s most celebratory night, New Year’s Eve. First, with a first-of-its-kind contest to find the “First Couple of 2016,” and second, with a custom line of tuxes made just in time for the College Football Playoffs on New Year’s Eve in partnership with ESPN.

The idea was to appeal to the masses through both angles and tackle the concept of formalwear for every occasion, through both a traditional and non-traditional medium. By highlighting both the traditional elements, as well as the non-traditional idea of mascot-inspired custom tuxedos, Generation Tux was able to present the brand's mission of contemporary and exciting, easy-to-wear fashion fit for every man's needs.

Own New Year’s Eve - First Couple of 2016:

1. Announce contest at one of the world's leading technology conferences in San Francisco, Dreamforce, with a unique stunt and keynote speech by George Zimmer

2. Call-for-entry for couples to submit videos to become official First Couple with their live wedding to be held in Times Square onstage

2. Identify two finalist couples and open public voting

3. Blanket press and social with news to drive site traffic

4. Unveil winning couple live in Times Square, with Zimmer officiating both weddings in front of millions

5. Turn “First Couple of 2016” into the story of January 1, informing media nationwide of new tradition

Generation Tux also introduced limited-edition College Football Playoff Tuxes:

1. Announce partnership with ESPN, complete with digital spot featuring George Zimmer

2. Host sweepstakes for fans to win limited-edition tuxedos and promote via social and press

By the morning newscasts on January 1, a new tradition had officially been born, with the “First Couple of 2016” becoming national news and appearing on nearly every national broadcast outlet including TODAY, Good Morning America, FOX, Univision and more. Coverage in the Associated Press, ABC News, Yahoo, the Wall Street Journal, the Daily Mail, MSNBC and more drove massive awareness of the campaign, capturing the hearts of viewers around the world as the year kicked off with a celebration of love (and style).

Not only did the contest kick off an entirely new tradition; it also delivered on each of the campaign’s objectives, generating the following results:

370 million+ earned media impressions

2.4 million paid social media impressions

Over 1 million highly-engaged fans serving as “wedding guests” and witnessing the

inauguration of a new ritual

Additionally, the “New Year’s Eve Collection” drove:

20 million video impressions

On December 31, 2015, one brand was tough to miss. Generation Tux dominated the New Year’s conversation by hijacking the world's most celebrated holidays, and reimagining two of America's greatest traditions: Times Square New Year’s Eve and College Football. Tapping into the cultural equity – and inherent media and consumer attention – of the holiday to boost the brand's message and appeal, Generation Tux seamlessly integrated its message into the festivities.

By structuring a campaign that captured attention from wedding, lifestyle, entertainment and sports angles, Generation Tux became an impossible-to-ignore piece of the night’s conversations, across consumers and media alike.

Strategies:

1. Borrow equity from two major platforms:

a. Partner with Times Square Alliance to become “Official Tuxedo of Times Square New Year’s Eve" and takeover one of the most culturally and globally recognized celebrations in the world

b. Align with major media property, ESPN in order to attract the target demographic through a non-traditional platform for formalwear

2. Engage key target – engaged couples and millennial men – through socially-driven contests, therefore increasing the brand's social media presence in the process

3. Create impossible-to-ignore media stories and ignite conversation regarding new cultural tradition on one of the year’s most buzzed-about occasions, New Year's Eve

Situation:

It was the firing heard ‘round the world: George Zimmer’s unceremonious removal from the company he founded and ran for decades, The Men’s Wearhouse. After launching the company in 1973 and building it into a multi-billion dollar operation with thousands of stores, Zimmer found himself out of work.

After a few rounds of golf and an attempt at retirement, Zimmer was back at it, with a company that would once again change the way people get dressed: Generation Tux.

Brief:

As the most “high-tech” and “high-touch” formalwear rental platform available, George Zimmer’s new online tuxedo and suit rental company set out to own the occasions most deserving of a tuxedo, starting with New Year's Eve.

Program Objectives:

1. Establish a stronghold on the rental tuxedo market.

2. Drive site traffic to GenerationTux.com.

3. Position Generation Tux, and founder George Zimmer, as innovative and culturally-relevant.