Steve & Barry’s Inks Partnership with Universal Movie

Casual apparel chain Steve’s & Barry’s University Sportswear has launched a new marketing campaign built around Universal Pictures’ upcoming release of You, Me and Dupree. The program dangles an in-store sweepstakes that will send the grand-prize winner on a trip to Hollywood.

Consumers can enter the You, Me and Dupree sweepstakes at any of Steve & Barry’s 134 mall-based stores for a chance on a trip for two to Hollywood to visit Universal Studios and take a guided VIP walking tour of the area. Twenty second-prize winners will receive a movie-themed duffel bag.

To further support the partnership, Steve & Barry’s is offering free movie passes to the film before it opens nationwide on July 14. The retailer, known for its high-quality, low-priced apparel, is offering 300 tickets each in five markets (1,500 in all) to a screening on July 13 of the film with any in-store purchase. Participating markets include New York, Chicago, Orlando, Houston and Ontario, Canada. Tickets are good for two movie passes.

The partnership reflects Steve & Barry’s marketing strategy to focus more on entertaining its customers, said Howard Schacter, chief partnership officer for Steve & Barry’s, Port Washington, NY. Steve & Barry’s inked it’s first movie partnership in May behind Lionsgate’s Akeelah and the Bee with a sweepstakes that sent the top winner to the National Spelling Bee.

“We’re able to bring a hot …property like You, Me and Dupree and the actors in it into our stores,” Schacter said. “We want to add more value to shopping at Steve & Barry’s.”

You, Me and Dupree tells the tale of newlyweds that take in a longtime friend who has fallen on hard times. The couple soon finds their houseguest has overstayed his welcome. Steve & Barry’s is leveraging the partnership to tout some of its summer products, The chain will feature a variety of its T-shirts that carry the You, Me and Dupree “slacker” theme characterized in the movie. In addition, Steve & Barry’s will carry a trailer of the film on its flat-screen monitors across its stores.

“We’re canvassing the world of entertainment…filtering to [partners] that make the most brand relevance,” Schacter said. “For us, it’s a very important part of our brand strategy moving forward.”

The sweepstakes runs through July 31. In-store signage supports. Steve & Barry’s handles in-house.

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