DIGITAL MARKETING
ONCE
UPON A
MALL
This Christmas 2011 marketing story begins
in shoppers’ closets, with an all-star cast of
ugly sweaters just waiting to headline in Inland
Western’s online contest. Customers signed
up on the developer’s HolidayFunForAll.com
micro-site, answered a few basic questions and
then uploaded a photo of their worst sweater for
a chance to win a $100 mall gift card. This little
“knitmare” story, as Inland Western called it, had
its own Web gallery, where visitors could see all the
entries for the contest that closed on December
19th, with winners announced on December 28.
“Ugly sweater gatherings have become so
popular that we thought it would
be fun to give our shoppers a venue
to show them off,” said Cherilyn
Megill, VP of marketing for Inland
Western, at the time.
“Our Holiday Fun for All website provides not
only a place for our ugly sweater contest, but
also fun gift ideas, downloadable shopping lists,
recipes and a book of holiday traditions.”
Sixteen properties participated and used the
micro-site that the Studio 318 (San Diego, CA)
graphic communications and design firm helped
to create.
WEBSITE
Inland Holiday Website
Inland ebook
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