Campaign: intu Metrocentre Sweet Deals
intu Metrocentre in Gateshead is the UK’s second largest shopping centre, with around 21 million visitors to its 340+ stores each year.
With several of the site’s occupants offering tempting deals for students, we’ve been tasked with devising a way to promote these offers – and the retailers behind them – to this digitally native audience.
Our solution is a quick-fire mobile game called intu Metrocentre Sweet Deals. The game challenges players to match pairs of cards with the logos of the participating retailers on them.
The order of the cards is briefly displayed at the beginning of the game, before they flip over. Each user must then click on a card, followed by another one. If the two match, they stay visible. If not, they flip over again.
Those who manage to pair all the retailer logos within 30 seconds can enter their details for the chance to win a bundle of prizes from intu’s retail partners worth £1500. Ten runners up will each win a £50 intu Metrocentre gift card.
intu Metrocentre Sweet Deals is hosted on the shopping centre’s website. Although primarily designed to be accessed on mobile, the game can also be played via intu Metrocentre’s desktop site.
The campaign will be promoted via paid social ads targeting students in and around the north-east.
WHY THIS APPROACH?
Online gaming is hugely popular amongst 18-25 year-olds, with the mobile phone being their primary gaming device of choice. So it made perfect sense to opt for this tactic as a way to engage our student audience, many of whom have grown up in a world where more traditional ads can be skipped or blocked at the click of a button – or simply ignored.
Making the participating retailers’ logos central to the gameplay is a clever way to draw students’ attention to the places they can access great deals at intu Metrocentre.
And the offer of unlimited plays, coupled with challenging but by no means impossible gameplay, raises our chances of encouraging people to play multiple times – increasing their exposure to the retailers involved.
intu Metrocentre Sweet Deals is live now, so if you’re a student living up in the north-east then give it a go for the chance to win all those awesome prizes!