Everett Mall’s kissing marathon was designed to see who could maintain the longest lip lock after 13 hours. The exposure the event received was tremendous: a live radio remote, front-page coverage in two local papers, and a segment on the evening news.

On Valentine’s Day, Mall of America’s Rotunda was host to 92 simultaneous weddings. The mass ceremony was conducted by a county district court judge, and broadcast live on a co-sponsoring radio show. All 92 couples were flown (together) on a honeymoon trip to Mardi Gras in New Orleans.

Although Fox River Mall was enjoying sales increases, the fine jewelry category ranked well below other merchandise areas in market share. An innovative telemarketing campaign titled “A Gift of Jewelry? Bright Idea!” was created to increase jewelry sales two weeks prior to Valentine’s Day. The mall’s jewelry merchants exceeded the previous year’s sales by 11 percent.

When municipal records showed a 69% increase in dog licenses issued, Brentwood Mall saw the opportunity to hold an event. “Paws on Parade” included a ‘Pet-Owner Look-alike Contest’, dog obedience performances, an obstacle tournament for dogs, a pet fashion show, and a hamster race. The promotion produced a noticeable increase in traffic and received extensive coverage. Non-profit interest groups raised $3,000 and the local S.P.C.A. found homes for 30 dogs and cats.

Heritage Mall, with a strong rural and urban market, celebrated its 12th anniversary country-style. Shoppers were invited to participate through a cowboy boot-shaped mailer; recipients could redeem the mailers for one of 2,000 cowboy boot mugs. A “Cash Cowboy” randomly handed out $6,000 in gift certificates, and shoppers could win a trip to Branson, Missouri.

Pickering Town Centre and a local radio station sponsored the world’s first Turkey Bungee Jump, benefiting the local food bank. The turkeys were actually rubber chickens, weighted with sand and complete with a red neck ribbon and a rubber medical “bungee” cord, and were dropped from a 42-foot lift in front of 2,000 onlookers.

Londonderry Mall and a local radio station teamed up to present a weekend of sumo wrestling, North American style.

Ogden City Mall transformed its parking terrace into a public gallery of chalk art to draw attention to its lighting and security improvements.

Though baby races aren’t a new idea, they had never been seen in Huntington Beach Mall’s market. It hosted the First Annual Baby Olympics as part of a two-day expo, appealing to its family market. Merchants approved, sales were up, and 69 tots competed.

To keep kids amused over spring break, Whitby Mall allowed The Wildlife Museum to set up a display of 50 endangered North American animals. A guide supervised the display, answered questions, and conducted free tours.