Le Mall wanted to launch their new loyalty program called My Mall Rewards where people can earn points with every purchase from the mall’s stores in return for discounts. Our job was to create an awareness campaign that kicks-off the program and generates buzz around it. We already had their online and content strategy covered since we were their social media partners. So we opted for a new campaigning strategy that involved on-ground activation at its core and feeds into Le Mall’s social media pages throughout.
What better way to stop people from shopping than by playing? We created a fun kinetic game that incorporates our campaign visuals and a unique user experience. For 1 minute, players got to interact with the loyalty program visuals by slicing the fashion items to gain points and avoiding the food items to not to lose them. At the end of the game, players were able to redeem their collected scores only on their very own My Mall loyalty card. To ensure maximum engagement and a smooth user journey, we set up the game on one premise where the player can register on the spot, play the game and win loyalty points on their card. Our game activation ran over the course of 2 weekends in 3 different malls and was covered by Virgin Radio Lebanon’s Anthony & Sally.
The activation was a huge success! Over 65% of each mall’s visitors took part in the game and thousands from different ages and backgrounds joined the new loyalty program right then and there. The game generated an automatic buzz on social media when participants shared their videos online, engaging their friends along the way. Soon more people than the participants were visiting and interacting with Le Mall’s social media pages as a fun innovative brand. The ripple effect generated on the ground and online quickly picked up and spontaneously created even more awareness around the program.