IDEAS TO GO
ONE
MORE CHANCE
Some Christmas presents are bound to fall short
of expectations, no matter how hard shoppers try
to please their loved ones. For those who ended
up with less than fantastic gifts under their tree
last year, Austria’s Varena shopping center held
a second-chance contest.
From January 11 through 28, customers could
pick up a play card at Varena, write down their
wish and drop the card off at the customer service
desk. Come the 28th, eleven shoppers got their
wish, winning gifts ranging from an iPhone 4S
to a €500 ($636) voucher for Kastner & Öhler
department store.
COME
SLED
WITH ME
Santa, a snowmobile, interactivity? Yep, shoppers
responded. Over three weekends last December,
they headed over to Centerpoint Mall in Toronto,
Canada to have their photo taken with Santa on
his snowmobile as part of the multimedia brand
experience that agency Parade! brought to the
center.
The photos were posted online and shoppers
competed to get the most votes, sharing their
shots via social media. The 25 shots with the
most votes were submitted to a panel of judges
who chose one lucky shopper to win $1,000. The
winner was announced on January 6.
The digital twist made Centerpoint Mall’s
program a media darling and coverage included
an interview with marketing director Eleni
Koukoulidis on Global TV.
WEBSITE
Centerpoint's Santa Photo Website
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TACTICS /DESIGNING THE HOLIDAYS