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[Customer Story] How @MetropolisatMet Created a VIP Experience for Influencers

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Judy With over 20 years of experience as a Marketing Director in the shopping mall industry, Judy Black and her team have executed many integrated and large-scale marketing events and programs. At Metropolis at Metrotown, her programs have been recognized through numerous industry awards and nominations.

Metropolis at Metrotown, located in Burnaby, British Columbia, is the largest shopping center in B.C. attracting more than 27 million shoppers annually. We recently met with Judy Black, Marketing Director at Metropolis at Metrotown, to discuss Metropolis’ partnership with Klout and the recent launch of their Spring Social influencer event.



What inspired Metropolis’ partnership with Klout?

Our goal is to position Metropolis on the forefront of all things digital and we recognized early on that social media would be critical in achieving that goal. Our partnership with Klout is the first of its kind in Canada and it has not only allowed us to identify our most influential and valuable customers on social media, but also to reach out to them through Klout and reward them with an exclusive experience like the Metropolis x Klout Spring Social.

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Have you found engaging with influencers to be more effective than traditional advertising? If so, can you explain why?

Word-of-mouth has always been an effective tool because customers trust the opinions of others who have experience the product or service. It is a powerful tool to work with members of the Klout social media network and a great addition to our marketing plan.

Can you tell us more about Metropolis x Klout Spring Social event and how you engaged influencers?

We wanted influencers and their guests to be treated to an exclusive VIP experience. To do this we partnered with over 40 brands, including Benefit Cosmetics, DAVIDsTEA and L’Occitane to provide a variety of food, beverage and product samples. In addition, attendees were offered a sneak peek of spring retail trends, received a gift card to Metropolis at Metrotown and were entered into a raffle for the chance to win over $3,000 in prizes, including a $500 shopping spree.

Partnering with Klout enabled us to quickly and easily identify the top 500 fashion social media influencers within our targeted region. This enabled us to engage a new, highly connected consumer base and give them an experience that they would want to share with their network online.

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Metropolis is known for being a technology leader within the shopping center industry. How did you incorporate technology into the event and attract a millennial demographic?

We included a variety of digital components including tablet check-in stations and a digital photo booth that encouraged guests to tag themselves on Facebook. Attendees were also encouraged to post about their experience throughout the event using the hashtag: #METROPOLISxKLOUT.

Were you happy with the results of the event and your partnership with Klout?

Yes, it was highly successful from a word-of-mouth marketing perspective. Over 5,000 pieces of content were generated that reached nearly 5.6 million people. Additionally, incorporating digital components enabled our participating brand sponsors to engage with influencers and their collective networks to drive further brand awareness.

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