Shopping Mall Continues to Build Customer Database through Integrated Digital Marketing Campaign

Client: Ivanhoe Cambridge

Ivanhoe Cambridge is one of North America’s leading property owners, managers, developers and investors. Ivanhoe Cambridge focuses on high quality shopping centres located in urban areas across Canada and in the United States. Its core real estate portfolio of properties consists of 60 regional and super-regional shopping centres comprising 44 million square feet of retail space.

Campaign: Woodgrove Centre’s “Get That Holiday Look”

Objectives:

Increase Christmas season mall traffic to drive sales and revenue

Incorporate multiple methods of contest participation

Leverage existing mobile database and continue to build mobile and email database

Prm (prospect relationship management) Modules:

Text Messaging - prmText

Touch Screen Kiosk - prmTouch

Microsite - prmWeb

How it worked:

3 Tier Logic provided an integrated digital marketing solution to drive campaign participation through multiple touchpoints. The “Get That Holiday Look” campaign featured four distinct holiday looks targeted towards four age demographics – the 20s, 30s, 40s and 50s. Participants were eligible to win 1 of 5 weekly “Fashion Friday” $50 Woodgrove Centre Gift Cards and entered into the grand prize draw of a $1000 Woodgrove Centre Shopping Spree with Woodgrove’s Fashion Stylist, Luisa Rino. Participants could interact with the campaign through:

SMS Text Message: The Woodgrove Centre TV commercial featured the 4 holiday looks in which participants could cast their vote for their favourite look by texting in a unique keyword (eg. Text STYLE20 to vote for the 20s outfit).

Touch Screen Kiosk: The touch screen kiosk located by Guest Services featured a contest voting and entering page, behind the scenes videos of Woodgrove’s Fashion Stylist, and the Top 40 Holiday Gift List. Mobile participants could also verify their unique text message code to see if they were a weekly “Fashion Friday” Gift Card winner.

Website: Participants received the link to the “Get That Holiday Look” microsite in the Woodgrove Centre e-newsletter. The microsite featured a contest voting and entering page, behind the scenes videos of Woodgrove’s Fashion Stylist, and the Top 40 Holiday Gift List.

The Results:

There were over 1200 unique entries amongst the microsite, interactive touch screen kiosk, and text message entries. All participants were added to the central prospect relationship management database for on-going communication. Customer profiles all of participants were created including information on: their city, age range, gender, and holiday look of choice. “Fashion Friday” participants received a weekly text message code that drove them to Woodgrove Centre’s interactive touch screen kiosk to verify if they were one of five weekly winners.