Shopping Centers Today International

DEC 2015

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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keep the children engaged — and the parents free to scan cou- pons and sales promotions on iPhones and in stores. To engage shoppers in the holiday spirit, the JLL marketing team ran an award-winning promotion last year titled, "Be a part of the JOY." Shoppers were invited to pose as the letter Y, next to large, 3-D cutouts of the letters J and O, and to post their photos online. The cam- paign boosted online engagement by 40 percent in November and Decem- ber, relative to the rest of the year, JLL executives say. "After that, we thought: Where can we go now? How can we possibly top that?" recalled Booth. They looked to Santa for inspira- tion. "We thought: How can we expand upon the Santa experience, and make it more interactive, more fun?" said Beth Faulkner, another JLL vice president of marketing. The solution, at least in part, was to digitize the moment. This year, after their pose with Santa, customers can go online and digitally alter the pho- tos with stickers and borders. They are encouraged to share the photos online, but they also have the option of print- ing out physical copies of the photos to use as holiday cards. All JLL centers have Shutterfly gift cards included in their holiday packages. For anyone seeking photos with characters other than Santa, JLL will be offering photo opportunities with vari- ous cutout displays, including a naughty elf, a nice elf, and an "ugly sweater." Customers can pose with these char- acters and post online with custom hashtags to win weekly prizes. "Santa is a big driver of traffic — that's why we're so focused on it," said Faulkner. "But we also wanted options for families with children who were looking for a differ- ent interactive experience." Santa Claus is the focus also of DreamWorks Animations' 3-D display, called DreamPlace. Introduced last year at seven General Growth Proper- ties and Forest City Enterprises shop- ping centers, DreamPlace is a virtual, reimagining of the North Pole featuring a 2,000-square-foot, Bavarian-style cot- tage covered with digital LED screens. Each screen features animated scenes of Santa's Village, where DreamWorks characters like Shrek and Fiona work and play. This year when guests step into the entry room of DreamPlace, they will be greeted with the news that Santa has gone missing. They will then be tasked with finding him by steering through a virtual obstacle course. Not to ruin the adventure, but sources say that Santa will, in fact, reappear and the trip through DreamPlace will be capped with a real-life private visit and photo opportunity with the jolly old man. The display will be installed at 14 shopping centers this year, including Fashion Show Mall, in Las Vegas; Victoria Gardens, in Rancho Cu- camonga, Calif. — where the Forest City marketing team is excited to have the display back for a second year — and Westfield Lon- don. "It was a big driver to our centers," said Jessi Fausett, vice president of marketing at Forest City Enterprises. "We did a survey after the experience, and it showed that people were more likely to come back to our mall, because they had such a great experience." Those are the very sorts of connec- tions and effects Taubman seeks in working with 20th Century Fox to bring a Peanuts-themed interactive "Ice Palace" to ten of its shopping centers this year. These displays feature a 30- foot dome complete with falling snow and which is populated with lifelike representations of Charlie Brown and Lucy. Guests may watch a light show and have a photo taken with Santa. "These lovable characters are syn- onymous with the holidays, and what better way to bring them to life than Introduced last year at seven General Growth Properties and Forest City centers, DreamPlace is a virtual reimagining of the North Pole. 116 S C T / D e c e m b e r 2 0 1 5

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