PHYGITAL GAMIFIED ACTIVATIONS

PROBLEM: Morguard sought to increase shopper engagement and foot traffic across their diverse portfolio of centres with a universal solution suitable for all sizes of malls.

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‍SOLUTION: To achieve this, we orchestrated a series of innovative digital activations in the form of interactive games tailored for Spring, Back-to-School, and Holiday seasons. These games included a digital spin wheel, instant win hopscotch, locker surprise, and a Naughty or Nice instant win game. Shoppers eagerly participated by scanning QR codes to play and uncover exciting prizes. The digital spin wheel, interactive hopscotch, and locker surprise attracted significant attention, providing shoppers with immersive experiences while driving traffic to key areas within the shopping centers.

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RESULTS: The results were remarkable. The campaign generated 241,000 website page views, with 30,400 game views and an impressive 16,200 game engagements. Additionally, there was a notable increase in mall foot traffic. DRH Group’s Phygital Gamified Activations ultimately contributed to a vibrant and dynamic shopping experience for Morguard patrons.

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What we did

Social Media
Branding Strategy
Social media growth tools
Community Management on Social Media
Platform Management

Structube Opening Cambridge Centre

Structube used a social media contest "This or That: Structube Style Showdown" to create excitement for their grand opening at Cambridge Centre. The contest, targeting families who like home furnishings, generated a lot of buzz with over 21k impressions and a 37% engagement rate.

Virtual Guest Services

To improve service across their malls, Morguard launched Virtual Guest Services (VGS), a central platform for handling customer inquiries. This streamlined operations, boosted efficiency, and improved customer satisfaction through consistent service.

“What’s Your Shopping Joy?” brand campaign

Morguard's "What's Your Shopping Joy?" campaign revived the excitement of in-person shopping at their new Family Cluster malls. With a captivating social media campaign (143 million impressions!) and engaging in-mall promotions (13,367 engagements), they drove a 12% sales increase and a 26% jump in foot traffic. They also made gift card purchases more accessible, boosting sales by 47%.

Get Paid to Eat

To boost Pickering Town Centre's restaurants, DRH Group launched "Get Paid to Eat," likely offering dining incentives. Targeted social media ads, influencer partnerships, and strategic digital marketing brought in new customers, significantly increasing restaurant sales.

Texting and Driving

PTC aimed to outshine competitors with a unique March Break campaign. DRH Group's #Live2See20 campaign targeted teen drivers with a social awareness message against texting and driving. Though sales increase was modest, it achieved significant social impact with over 12 million impressions, 1500 teens visiting the campaign lounge, and 817 pledging to stop texting and driving

Pickering Town Center (PTC)

Pickering Town Center (PTC) launched a new campaign titled "In Town" to revitalize their image and attract customers. This campaign, which included social media efforts and branding refresh, proved highly successful, exceeding their sales target with a 9.3% increase.

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