We created a virtual North Pole to help Market Mall share the Christmas spirit with shoppers and to deprive our digital team of sleep, family time and personal hygiene leading up to the holidays.
Recent renovations to Market Mall’s competitors created an increasingly competitive retail market coming into the 2010 Christmas season. ZGM was tasked with creating a Christmas advertising campaign that would establish Market Mall as a more unique shopping alternative and ensure it stayed at the forefront of shopper’s minds of the course of the season.
We built an integrated campaign around ‘the Market Mall Santa Tracker’ — a website that gave kids and their parents the ability to tour the North Pole and experience some Christmas magic. As they visited Santa’s house and workshop, they could see the latest North Pole news, make a wish in Santa’s wish book, interact with a variety of environmental elements, and watch Santa deliver presents around the world on Christmas Eve.
The online experience was supported by interactive in-mall posters and a social media component, which drove traffic to the website and brought another element of interactivity to the experience.
This campaign was a tremendous success. We received over 2,000 wishes in Santa’s Wish Book, and over 10,000 brand impressions.
On the social media side, the Santa Diary twitter feed had over 80 followers.
Santa Tracker was named Site of the Day on FWA and was listed as a featured site on the Adobe homepage. It was also placed highly on a variety of top design and website lists around the world.