Objectives:
Promote brand awareness to better fit The Bay Centre’s new tagline, “The Centre of Shopping”. Build and expand on the corporate communication networks by increasing the mall’s Facebook page likes and e-newsletter subscriptions.
Strategy:
We brought the client’s brand to life using a mobile “photo booth” pop-up display located in high traffic areas in the downtown core. The photo booth reproduced the
Bay Centre’s advertising template using 3Dimensional signage, headline options, lighting, props and a professional photographer. The set up allowed passersby to step into the three dimensional ad and pose for a picture to complete their own Bay Centre ad and subsequent entry to the Picture Yourself Here contest. People could also enter the contest online by creating their own ad through the custom Facebook app.
Tactics:
- Mobile Photo Booth
- Street Teams
- Transit Shelters
- Viral Video
- Social Media
- In-Centre Signage and Collateral
Results:
- 5,785 new Facebook likes acquired during the campaign (tripling fan base).
- Over 500 new e-newsletter subscribers.
- 62,305 total Facebook contest tab views.
- 621 unique contest entries.
- A total of 8,904 votes.
- An estimated 8,000,000 + impressions.