Parkland Mall Plays Games With Its Shoppers

Want your shoppers to feel well-rewarded for the time they spend with your promotions? You probably should — fewer and fewer shoppers are interested in just passively receiving marketing messages these days. Instead, they expect to be engaged, and to earn a tangible return for their time.

Just ask Parkland Mall. The center was one of four Morguard centers to up the stakes for shoppers with the Match Your Style web game. Instead of just showing off this season’s trends, the game asked shoppers to engage with it, and rewarded them well for taking the time to do so.

Each day, participants could visit the center’s website to test their knowledge of fashion trends. In exchange for a 45-second fashion test that asked them to match pairs of trend flip cards, shoppers would be entered to win a $1000 shopping spree. According to Circus Strategic Communications Inc., the agency behind the promotion, the reaction was huge. Nearly 2500 visitors entered the contest, and those that did averaged over four return visits to enter again. Entries were limited to once per day, so shoppers had to keep coming back and reinforce their relationship the center.

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