The Dealey Group in partnership with mobile marketing firm, Pocketstop, and interactive firm, Imaginuity, implemented a 24-day “Countdown Calendar” promotion which resulted in a 44.5% opt-in rate, far exceeding other shopping center results for mobile marketing.

During the first 24 days of December, consumers were directed by both in-mall signage and social media applications to text a holiday-themed key word – festive, holly, Santa – to a short code. The system then followed with another message which requested the recipient’s zip code which led to a distribution of a wide range of daily offers.

Participating retailers included well-known national chains such as GAP, Sears, Chico’s, Spencer’s Gifts, Chick-Fil-A and Bath & Bodyworks to locally popular stores. The incentives for joining the program ranged from gift cards that were redeemable throughout the mall to 50% off discounts that were tied to a specific store.

The Dealey Group helped MarketFair Mall become the first shopping mall to distribute “QR Code cookies” this holiday season!

Cookies which included a QR code printed in icing on the top were distributed to families who visited Santa and purchased photo packages at MarketFair Mall.

Families were encouraged to snap the QR code which directed them to a custom entry form online.

One lucky family/child won a private story time with Santa and five friends!

MarketFair distributed the cookies to 250 families during a promotional weekend over 12/2 – 12/4 at the Santa set in the mall, engaging and delighting kids and parents alike!

For a designated amount of time around the holidays, fans of eleven Madison Marquette shopping centers were asked to check in to the center via Foursquare every time they visited the property.

For each check-in, Madison Marquette agreed to donate a $1 to Toys For Tots.

Compared to previous monthly averages, centers saw twice as many check-ins during the promotion time period.

Two properties gained four times as many check-ins than previous months!

And best of all, Foursquare check-ins earned $2,159 in donations for Toys For Tots.

To increase awareness of their Facebook page, The Dealey Group created the first ever, in-mall, fan-wall.

The fan wall utilized an empty storefront across from the food court as a billboard, and featured the faces of MarketFair Mall’s Facebook fans.

All fans were invited to upload their photo if they wanted to be featured and now, these fans stop by to find their photo every time they visit the mall.

The wall sparks conversation and has increased awareness of the mall’s Facebook page.

In August, The Dealey Group launched “Loud and Proud,” a promotion designed to allow communities  surrounding each of Jones Lang LaSalle’s shopping centers to express their pride and support for area schools.

People were invited to vote for their favorite school or district through a live poll featured on their local shopping center’s Facebook page.

Overall, the Facebook fan bases of the 22 centers who participated saw an increase of 22%. One center saw an increase in fans of over 38%!

(Re-posted from Shopping Center Weekly)
Chalk it up to cleverness: Granite Run Mall has found a great way to get shoppers involved with leasing plans.

The center recently changed hands from Simon to Madison Marquette, and some changes have been made to reposition the whole Granite Run Mall brand. New lighting has been installed, new signage has been created, the walls have a fresh coat of paint, and so on. While it’s at it, the center is also looking for new retailers for certain locations. Throughout the process, it’s been in communication with shoppers through social media, keeping everyone informed about what’s going on and what to expect.

But shoppers in-mall deserve a say, too. They make up the majority of any center’s audience, after all. So the center let them have their say — all over the hoarding of a vacant location. Sounds like a mess, but it’s worked out beautifully. The center set up a custom blackboard inviting passers-by to contribute their ideas for a new restaurant for the space. Employees at the center have been monitoring it for any inappropriate responses, but it’s been quite a success.

We’ve got a photo of the wall after just 24 hours. From our cursory survey, we’d suggest the center look into a Chili’s or TGI Friday’s. The board also includes reminders to stop by the center’s website, like it on Facebook and follow it on Twitter.

This week, The Dealey Group launched a portfolio-wide social media content initiative called My Style for Jones Lang LaSalle Retail which consists of both written and video content for Facebook, Twitter and YouTube. The effort is believed to be the shopping center industry’s first attempt to deliver monthly mall fashion tips via YouTube.

JLL Centers have received over 5.2 million impressions on Facebook alone since November 2010, and the My Style campaign is intended to engage, entertain and inform these shoppers in a way that eventually drives them to make a purchase at our centers.

People share videos on Facebook 218% more than through Twitter and email combined, so TDG wanted to capitalize on this insight and provide our centers with video content they could post on Facebook.

In addition to video, JLL is providing their centers a steady stream of pre-written posts for Facebook & Twitter to make the management of their social media pages even easier.

All digital content will be published on JLL’s My Style Blog on Tumblr, where many fashion and retail brands, such as Ann Taylor, Lucky Magazine and Teen Vogue, are setting up shop.

The City of Dallas launched a Trail Safety & Awareness campaign after a fatal accident occurred on the Katy Trail.

The Happy Trails campaign intends to teach the public that if we all follow trail etiquette, we will all have more fun.

The Dealey Group utilized social media to create a Viral Pledge for citizens to take, and “pledge it forward.”

Local biking & running clubs were given tools such as email blast templates and flyers to distribute to their members to encourage the community to like the new page and take the Happy Trails pledge.

Even with no budget supporting this social media initiative, over 500 people have liked the page in just one month!

The Dealey Group took the tried and true recipe contest concept to Facebook for The Shops at Legacy.

Fans were invited to submit their favorite holiday recipe for a chance to win $1,000, and the top 20 recipes were published in the first annual Shops at Legacy Holiday Cookbook alongside recipes from the restaurants located within The Shops at Legacy.

Even with no promotion or advertising budget supporting the contest, the effort drove 3,228 total visits to the center’s Facebook page and resulted in a 9.95% increase in fans.

To create buzz about the mall, MarketFair Mall in Princeton, New Jersey wanted to harness the popularity of location-based games while encouraging its shoppers to “check-in.”  To do so, The Dealey Group recommended that MarketFair reward its Foursquare Mayor (the user who checked in the most days out of the last 60) with a reserved prime parking space.

The sign had been installed for less than two hours when the first picture hit the internet. The picture went viral and was posted, tweeted, and referenced by everyone from shoppers to social media experts.  MarketFair’s Foursquare parking space was mentioned in The Wall Street Journal, a video about Foursquare by MSN and M&Ms featuring Foursquare Co-Founder Dennis Crowley, AboutFoursquare.com, Smart Brief, Retail Traffic, and countless other news and media outlets.

“This is the kind of stuff that keeps us SUPER excited about foursquare.” -Tristan Walker (FourSquare Director of Business Development)

“Cool: Mayor on @foursquare gets real-world parking privileges in NJ: http://tumblr.com/xque650lp” -@cyberjournalist (Vice President of ABCNews.com)

“For [shopping] centers that choose to experiment with Foursquare, there will be first-mover advantages, including local media attention and industry buzz. This ancillary promotional benefit was given to early adopters of Facebook and Twitter.” -Angela Sweeney, Madison Marquette Marketing Vice President

“If only I lived in Jerzey: Free parking spot for @foursquare mayor of NJ mall.  http://tumblr.com/xque650lp /via @dens” -@nickbilton (Lead Technology Writer for The New York Times VIA @dens: the Co-Founder of FourSquare)