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'Winterlicious' was held in the month of December 2013 with aim to generate a buzz around promotional winter events taking place at Ambience Mall, Gurgaon. The voice of the campaign was 'Snowie' (The Winterlicious Mascot), whose personality, expressions & props were used to push out content related to current affairs, special days & event related updates . The campaign was divided into 4 parts namely, 'Hello Winter', 'Fashion Freaks', 'Chocofest' & 'Party Poppers'. Social media posts, tweets & contests were the primary promotional channels used to generate a hype around the events.
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Social Media Campaign
Ambience Mall – Gurgaon(Time Duration – 30 days)
Campaign
1st Dec 2013 – 1st Jan 2014
The
About Ambience Mall, Gurgaon Ambience Mall, is an apogee of lifestyle distinction,
offering unprecedented scale in terms of size and unparalleled retail mix combined with the entertainment and leisure attractions.
Ambience Mall - Gurgaon is the largest operational shopping mall in India, with one kilometer of shopping experience on every floor.
The mall offers a wide range of facilities including Premium international and domestic retail brands, Hypermarket, multiplex cinema, Restaurants and coffee shops, Food court, Car showroom, Fitness and meditation centre, Beer garden, Bowling alley, Kids play zone, Recreational zone etc.
Social Media Platforms
Facebook Twitter
- Promote & drive awareness about in-mall Winter events at Ambience Mall, Gurgaon.
- Increase in Twitter followers and engagement.
- Increase fan base & engagement on Facebook
Objective
‘Snowie’ was the Central character and the voice of the brand during this campaign.
Using his clothing & props the theme of the week was displayed as per the events taking place at the mall.
Examples are as below:
Campaign Mascot
Choco Fest Fashion Freaks Party Poppers
In-Mall Events
The Hello Winter was an exhibition held at the mall with stalls selling all winter
clothes and essentials
The Fashion Freaks was a bazaar at the mall with stalls selling outfits for New
Years Eve.
Duration: 3 days (Friday, Saturday & Sunday of each week in December)
Promotions: 4 days of social media promotions took place which included – Posts, Tweets & Contests.
In-Mall Events
The Choco Fest bazaar had stalls selling various types of chocolates and a live
chocolate fountain.
The Party Popper was an exhibition with stalls selling decorations, masks etc for
New Years Eve.
The cover photo was changed every week with the theme & logo of the event.
Cover photo
Hello Winter Fashion Freaks
Choco Fest Party Poppers
Facebook Content PlanksOne post a day
• Event Promotion
• Interactive
• Contest Promotion
• Current Affairs
• Special Days
Event Promotion Post Caption:
#Winterlicious presents to you the ‘Fashion Freaks’ Bazaar.
Are you looking for the perfect New Year’s Eve outfit?
It’s waiting just for you at the Fashion Freaks bazaar at Ambience Mall, Gurgaon.
Interactive Posts Caption: #TeaTimeBreak
HINT: We found 6 differences, what about you?
Contest Posts Caption: #ContestAlert
Special Day Posts Caption:
Take the lead and pledge your support for ‘World Aids Day. Stand up. Make a difference. 'Like' to show your support
Current Affairs PostCaption: Vote today. Make your voice be heard. (Delhi elections)
Twitter Contests
• #HelloWinter
• #FashionFreaks
• #ChocoFest
• #MyNewYearResolution
Twitter Contests #ChocoFest
Twitter Contests #MyNewYearResolution
Campaign Results
Prepared by
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