2009 PRO Awards: Merry Giving Black Friday Holiday Event
Agency: Momentum Worldwide
Client: General Growth Properties
General Growth Properties (GGP) was looking for a way to cut through the clutter of a competitive holiday season and get its female 25-54 audience to spend at their malls despite the recession. They created the website thegivingspree.com, which allowed users to donate to a cause of their choice, and in return, receive exclusive access to special retailer offers, as well as information about local mall events, holiday shopping tips and a downloadable Black Friday countdown clock widget. To inspire consumers to spread the word, they were sent a “hint hint” viral email with gift ideas available at GGP malls that they could send to friends and family.
The program was also featured on the Ellen DeGeneres show twice. Audience members at each of the two shows Ellen spoke about the promotion were given a $150 GGP mall gift card. On Black Friday, event teams greeted shoppers at 165 GGP malls. More than 1,000 brand ambassadors passed out premiums, engaged consumers in holiday-themed interactions and contests and communicated details of on-site activities, including two text-to-win sweepstakes with $100,000 in prizes.
Video crews captured consumer excitement and was used in future marketing efforts. Participants were rewarded with more than 40,000 gifts, including reusable/recycled shopping bags and mall gift cards.
More than 150,000 people visited the website during the 10-week promotion period. More than 36,000 text-to-win entrees were submitted and GGP received more than 8,000 opt-ins to its loyalty club.
