Billings Bridge Cozies Up to Shoppers

Is there a better way to spend long winter evenings than curled up at home with your favorite… mall? That’s exactly what Billings Bridge is planning with its Play and Win promotion.

This is a promotion with low overhead and four very important goals: connecting with shoppers on Twitter and Facebook, through its e-newsletter and in the center. To pull it off, Billings Bridge created a scene: a cozy winter evening with a few of its shoppers’ favorite activities.

Center court was set up with a sofa, a television and a mannequin dressed in warm pyjamas. With them were four fun (but relatively simple) prize packs: an OPI nail polish set, the Pirates of the Caribbean Blu-Ray box set and a Snuggie, four of the hottest board games, and an Xbox 360 with the just-released Final Fantasy XIII-2.

Each of these things is part of a picture perfect evening at home alone or with friends, and the center made it easy to enter to win. The nail polish is up for grabs to one lucky newsletter subscriber, the films will go to a Facebook fan, the board games to a Twitter follower, and the priciest prize to someone who goes to the effort of filling out a ballot at the center court display.

A simple concept with straightforward execution, but Billings Bridge really pulled off the details.

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