Heritage Place Finds Stars, Naturally
Heritage Place is a regional shopping center that already gets a lot of love. But the center wanted to be more than to be the natural choice for shoppers – it wanted to cement its position as a vital part of its community, the place where shoppers come to share experiences.
So during Spring Break, the center held I Got Star Power Naturally, (“naturally” being the focus of the center’s branding) a talent competition for local shoppers. Groups and individuals could come to the center, show of their skills on film, and be immortalized online. Fans of the center voted for their favorites, and the top five fan favorites faced off against the top five judge picks last month.
A local radio station, MIX 106.5 FM, chose to sponsor the contest, helping out with promotion and the logistics of the huge finale. And for that finale, talent scouts for the local Summerfolk Festival came out to scouting new local talent to hire. They went away with a handful of new acts.
The results were fantastic: 66 groups participated in-mall, the entries were “liked” 2390 times on Facebook, tweeted 26 times and entries were shared 527 times by e-mail. The Facebook likes alone generate an estimated 310,700 brand impressions. Pretty good for a talent show.
