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American Red Cross Takes Campaign Online

Community Room, Fundraisers

ARC shows donors exactly where their money goes in video series made to share online, go viral.
Successful charities have been pretty good at crafting brand stories that make you want to hand them a check, so they can go out and change the world for the better. The American Red Cross (ARC) is among them, and the public has rightfully come [...] Tactics Subscribers Read More...

Chatting Up Mall Shoppers

Entertainment, Special Events

Verizon hosts Cookies with Santa events in key markets, and teams up with PlaceWise Media to run an parallel online campaign.
There’s no shortage of corporations willing to cut a check to gain visibility in malls during the holiday season. The execs at Verizon Wireless, however, know that it takes more than that to make a lasting impression. So last year, they called[...] Tactics Subscribers Read More...

The Nice List 2.0

Mall Websites, Technology Lab

BeMerrySanta.com’s magical online badge generator is a handy little tool that gets children on the Nice list.
Getting on Santa’s Nice List used to be solely a matter of character, but not anymore. With a growing number of children to monitor, things are getting busier in the North Pole, so now it seems parents are puling all the stops to give their ch[...] Tactics Subscribers Read More...

Toys Galore

Charity Partnerships, Community Room

Customers, friends and family rally to support Blue Marlin Realty Group’s toy drive for sick children.
The Blue Marlin Realty Group made things a little easier for children waiting at the Sacred Heart Hospital of the Emerald Coast’s emergency room last holiday season. The Florida-based company’s staff donated more than 100 toys to the unit, w[...] Tactics Subscribers Read More...

Itching To Win

Apps, Technology Lab

Facebook was the platform for the 12-day contest, but shoppers still had to make the trip to Lakeside to claim their prizes.
Getting a new iPad for free is not the kind of news that you keep to yourself. It’s worth sharing with family and friends, and it makes an ideal social media post. That’s at least the rationale behind the scratch-and-win contest that the UK[...] Tactics Subscribers Read More...

Puppets to the Rescue

Community Room, Fundraisers

Actress Małgorzata Socha fronts Polish center’s drive to raise funds for the Dr. Clown Foundation and bring comic relief to ill children.
It doesn’t hurt to have a celebrity in your corner if you’re going to battle for exposure during the holidays. That’s especially true when you are trying to convince shoppers to support your charity fundraising efforts over one of the hund[...] Tactics Subscribers Read More...

Frohe Weinachten!

Décor Themes, Design Studio

German center turns outdoor space into Christmas-theme fairgrounds that generated over $615,000 in incremental income.
Planning an attractive Christmas market takes some imagination, but figuring out how to make it lucrative is where the true creativity lies. Last year, Germany’s CentrO super-regional shopping center displayed both skills when it created a Chr[...] Tactics Subscribers Read More...

Busy Hands, Warm Hearts

Charity Partnerships, Community Room

Opera House’s pantomine show cast members pull volunteer shifts at the mall’s charity gift-wrapping station.
All the world is made of faith, and trust, and pixie dust. No quite, but during the holidays people like to believe in the words of J.M. Barrie’s Peter Pan. That’s why last year, the UK’s Manchester Arndale and a few magical moments planne[...] Tactics Subscribers Read More...

Toy Soldiers and Sugarplum Fairies

Sales Promotions, Sales Promotions & More

Bluewater turns on the magic with a holiday program inspired by the Nutcracker ballet.
Bluewater hung up its holiday shingle on Memory Lane last year. The UK center worked closely with its retailers and London agency 23red to transform a mix of traditional themes and contemporary digital tools into one integrated campaign that cou[...] Tactics Subscribers Read More...

Christmas In Wonderland

Advertising Creative Design, Design Studio

Field’s envisions the kind of whimsically fashionable holiday season that Alice would have enjoyed in Wonderland.
There was no Christmas scene in Lewis Carroll’s Alice’s Adventures in Wonderland tale, but had there been one the graphics might have looked somewhat like the Field’s 2012 holiday campaign. “The aim was to market Field’s as a wonder[...] Tactics Subscribers Read More...
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