At last week’s MIXX Canada Conference in Toronto, Oxford Properties’ Claire Santamaria and Yvette Bernard had a fascinating talk about their foray into the social media space for the contest Yorkdale is…You? to promote Oxford’s Yorkdale Shopping Centre.
The promotion for the campaign included mall executions, and made use of email and online advertising to help spread awareness. They used social networks Facebook and Twitter with Flickr and YouTube added to the mix to help reach their audience and not only spread the message but to converse with them.
The contest was on the lookout for the faces of Yorkdale. The prize was a photo shoot with a professional photographer to be used as part of an upcoming Yorkdale marketing campaign, $1,000 in mall gift certificates and the most important thing – a reserved parking spot at the mall.
All you had to do was submit a photo and tell them why you should be the new face of what it meant to be upscale. It had over 1,400 entries when only around 700 were forecasted and 47 entires were chosen for the final voting phase.
Nine of the ten winning entries were chosen by a celebrity panel with the 10th being voted on by the public. At the end of the campaign they had 2.7 million online votes cast and over 130,000 text votes sent in and the most important metric of all 49% more sales per visits generated.
The case study showed how social media could drive retail traffic and engage with people, turning them into some of your strongest advocates. Now that this campaign is complete, in the future they will be going mobile as Kamar Shah of Vortex Mobile said later that day welcome to the mobile world.