Kings Plaza Mall

Brooklyn, NY

Sweeter partnered with Macerich, owner/operator of Kings Plaza Mall, to create a first-of-its-kind experiential campaign, following the mall’s major re-brand and to promote four major anchor store openings at the mall. Using our digital billboard truck, we developed a contest that drove consumers on the streets from multiple targeted neighborhoods in Brooklyn into the mall on its grand re-opening weekend where we built out an indoor experience featuring a game wall where contestants could redeem their chances to win. Passersby had the chance to “text to spin” the digital game wheel on the truck’s screen and redeem prizes ranging from loaded back-to-school backpacks to $2500 gift cards at the mall.

From concept through completion, Sweeter handled everything – including game development and pop-up fabrication. With an engagement rate of about 34%, it was clear this engaging campaign had a huge number of people doing something new.

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Services Provided

  • Concept & Strategy – Devised UX & Engagement on the Streets and in the Mall
  • Creative Services – designed text to win digital wheel game on digital billboard truck
  • Design & Fabrication – Mall Contest Wall
  • Guerrilla Marketing – Location Selection & Schedule
  • Brand Ambassadors – creating excitement around Kings Plaza Mall’s newest milestone
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