DSF Goes Digital

It’s not as if the Dubai Shopping Festival isn’t already humongous. The festival brought a reported 15.1 billion AED (about 4 billion USD) into the Dubai economy last year, and this year should be better than ever. But even a retail behemoth needs to indulge in marketing if it wants to keep growing.

Surprisingly, this is the first year the Dubai Events and Promotions Establishment has taken to social media to actively promote the festival. It has started out with a pair of promotions that span Twitter and Facebook, two sensible starting points. But both promotions enthusiastically encourage shoppers from around the world to engage with the brand and keep coming back, which isn’t simple at all.

On Twitter, the group is running Tweet 2 Win, a promotion that asks shoppers to retweet a daily message to be entered to win a voucher for AED 100 from Mirdif City Centre. The end of the promotion will see one winner relaxing with a 3 night stay at Pullman Mall of the Emirates. Each day, the account offers up a fresh new link to enter the draw.

Meanwhile the group is also running a Facebook puzzle promotion. Each day visitors can solve the puzzle to be entered to win a weekly prize that includes four round-trip tickets to Dubai, hotel accommodation and gift certificates to be used during the festival season. The puzzle is a great promotional image for the festival, so already interested visitors will continue to be exposed to the marketing message.

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