To give back to the local community, the Earning 4 Learning promotion was launched for the Guilford Town Centre (GTC). Users can upload a photo of their dog to the microsite for a chance to win the TOP DOG prize or have their dog featured in GTC’s 2016 calendar. Proceeds go to the BC SPCA.

Goals:

  • Increase retailer sales in the mall.
  • Increase in-mall activation.
  • Increase GTC Rewards signup.
  • Increase social media presence.
  • Gain shopper knowledge from receipt uploads.

Tactics:

  • Awareness: A Facebook ad campaign was developed to promote the campaign.
  • Gamification: Participants can vote daily for their favorite dog.
  • Rewards: Incentivize participation, engagement, and sharing by rewarding consumers for participating, voting, and sharing on social media.
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