Just in time for holiday season promotions planning, here’s a case study from last season.

The Timing:

Late November 2012-December 2012  

The Situation:

Verizon Wireless wanted to increase awareness during the launch of the Nokia Lumia 822 with shopping center consumers during the holiday shopping season. In addition, the company wanted to include unique elements that drove retention and account optimization against current customers. Verizon was looking for a solution that utilized both on- and off-premise platforms.  

The Solution:

PlaceWise Media launched an integrated digital and on-premise campaign for Verizon Wireless at 26 of our Mall Network locations in the Midwest, recognizing impressive success at one particular center, Polaris Fashion Place in Columbus, OH.

Verizon utilized all of the available easements for the digital portion of the campaign. On both online and mobile web home and secondary pages, PlaceWise placed animated advertising that encouraged shoppers to click the ad to learn more about the Nokia Lumia 822. In addition, Verizon ads were placed in the centers’ weekly email programs during the duration of the program. The emails also featured custom branded content that was written specifically around the campaign and covered topics such as how to capture the best smartphone photo during a Santa visit to which apps are the most entertaining for children during holiday travel. Lastly, Verizon reached out to shoppers through Facebook by sharing tips about how the Nokia Lumia 822 could enhance the holiday season.

As a compliment to the digital campaign, Verizon selected 10 shopping centers in key markets to host Cookies with Santa events for Verizon customers. Like all of the selected centers, Polaris Fashion Place hosted an exclusive event that allowed shoppers to meet Santa in a small group environment. Attendance was driven by a text to local Verizon customers and was also supported with Cookies with Santa digital media campaigns. All of the event information and RSVP forms were hosted on the Polaris Fashion Place website. As a part of the sponsorship of the event, Verizon signage was placed throughout Polaris Fashion Place’s Santa set during the busy holiday shopping season.

After the Cookies with Santa event, Angela Sedivy, Marketing Director at Polaris Fashion Place, reflected that, “The overall experience of creating an event to hightlight a new product launch with Verizon was very positive. The goal of the Cookies with Santa event was to create an event that would allow for Verizon account holders to learn about the new Nokia Lumia 822 in a special holiday setting. Cookies with Santa was all about the children and helping them have a magical experience with Santa Claus and creating an exclusive event for their highly valued Verizon members that were some of the first to see the new product in action!” Verizon Wirless was pleased to play a part in a popular holiday tradition- the Santa visit.

The Results at Polaris Fashion Place:

•427,178 digital impressions across online and mobile web
•1.28% CTR, rich media
•3,375 Facebook Fans
•4,353 Cookies with Santa event email invitations delivered
•10.50% email invitation open rate
•121 shopper RSVPs, Cookies with Santa on premise mall event

The Results Across the Network:

•2,548,160 digital impressions across online, mobile web, and email
•0.2% CTR, rich media
•15% email open rate
•62,874 Facebook Fans
•569 shopper attendees, Cookies with Santa on premise mall event
•10mm impressions, onsite event signage

Contact Information:

Marisa Martin, marisa@placewise.com