The pumpkins are out and the costume hunt is on. Halloween has everyone in the spooky spirit and shopping centers are ready to celebrate. This fright-filled holiday gives malls the opportunity to increase visitation and engage with fans and followers – both in person and online. It also provides a new opportunity to attract sponsors, all while having fun along the way.
Mall owner and operator, General Growth Properties chose Center Stage Productions to create their “Mall-O-Ween Adventure,” a Halloween themed promotional environment. GGP malls are pairing the Halloween displays with social media contests by encouraging shoppers to share pictures of themselves at the Mall-O-Ween set on Instagram or Twitter. Every photo shared using a unique hashtag is automatically entered into a giveaway for a chance to win a $100 Shop Etc.™ Mall Gift Card. Prizes are awarded to winners weekly throughout the month of October 2014. GGP malls participating in this promotion include Paramus Park in NJ, Park City Center in PA, Staten Island Mall in NY and Lynnhaven Mall in VA.
“Mall-O-Ween Adventure” features seven custom designed self-standing forms, each with their own Halloween personality and multiple cutouts for photo stand-ins. With a haunted house as the centerpiece, feature standees include a pleasant pumpkin patch, a group of ghastly ghosts, a batch of black bats, frightful trick-or-treaters, freaky Frankenstein and finally, Grimm Reapers for the most daring guests.
Just look how close the artist rendering(left) is to the finished masterpiece of the Halloween displays(right). Slide the arrow from left to right to reveal the underlying photos.
The Halloween attractions are enclosed by a rickety black picket fence topped with silhouetted black cats and fearsome jack-o-lanterns. “Beware” signs greet guests while enticing them to proceed with caution. Keeping with the spooky theme, a custom designed carpet features a pumpkin hued way-finding path, spider webs, haunted trees, ghosts, cauldrons, jack-o-lanterns and tombstones to complete the festive environment.
Watch this short clip from the Staten Island Mall:
Not only will this commercial Halloween display achieve GGP’s goals of attracting people to these malls and increasing dwell time, it will also boost interaction and exposure on social media. The social strategy being used to drive engagement is all treats, no tricks. Using Instagram and Twitter, people will tag their photos using specified hashtags, #malloweenadventure and tagging the corresponding shopping center. Select submissions will also be posted on the corresponding mall’s Facebook page. Check them out here:
“Mall-O-Ween Adventure” sets attract sponsors too! The devilish displays are sponsored by Harygul’s Halloween Superstore at Lynnhaven Mall, Spirit Halloween at Park City Center and Halloween Adventure at Staten Island Mall. The 74 percent of U.S. households that buy Halloween items will collectively spend about $11.3 billion, according to the International Council of Shopping Centers. They also found more than 90% of households will select brick-and-mortar retail stores as the preferred venue for Halloween shopping. A Halloween attraction like “Mall-O-Ween” gives shoppers a reason to choose your shopping center over another, delivers a memorable experience and ultimately builds loyalty.
This fright-filled holiday provides many opportunities to get truly creative while achieving your business goals, so take advantage. It would be scarier not to!
Mall-O-Ween News Coverage:
Paramus Park Mall Debuts Spooky Selfie Set, Offers Festivals, Freebies and Fearsome Fun in October
Selfies don’t have to be selfish: Staten Island Mall Halloween events promote Autism awareness
Staten Island Mall to Host Mall-o-Ween – Video coverage from News1
Here are just a few #MallOweenAdventure submissions:
Staten Island Mall
Park City Center
Happy pumpkin family @parkcitycenter #malloweenadventure
#malloweenadventure @shoplynnhaven View on Instagram
How is your public destination celebrating Halloween?