THE BREAKTHROUGH IDEA
An end-to-end giveaway campaign that thematically linked an important retailer holiday – Black Friday – with the prize, that both built online audiences and successfully drove in-mall traffic.
The Black (& Blue) Friday Giveaway was promoted on Stratford Mall’s newly branded social channels, growing its social audience; created a healthy mailing list from scratch; and increased awareness of the mall’s revitalization through in-mall activations and events.
The result was impressive contest engagement, a high volume of entries, and an engaged shopper community visiting the mall.
THE CLIENT
Stratford Mall – formerly Festival Marketplace – is a shopping centre serving the community of Stratford, Ontario, with 40+ retail, service and food providers.
THE CHALLENGE
With new ownership and recently refreshed branding, Stratford Mall approached us looking for an exciting way to give away x3 pairs of NHL hockey tickets on Black Friday, while creating excitement over the changes at the mall and encouraging foot traffic.
THE INSIGHT
With such an enticing prize, we knew generating interest wouldn’t be the biggest challenge for this campaign – reaching Stratford’s widespread audience would be.
With varying demographics and a changing community landscape, we needed a strategy that reached the wide variety of shoppers, on the variety of mediums they use – and to leverage the giveaway as a tool for generating foot traffic.
THEY ASKED. WE DELIVERED.
CAMPAIGN ELEMENTS
- Campaign strategy
- Image sourcing & design
- Social media advertising
- Website programming
- Eblast
- Print advertising
- In-mall activation
RESULTS
- Reach: 2384
- Impressions: 7926
- Website Visits: 1580
- Contest Entries: 2039
- Mailing list opt-ins: 423
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