Saying “cheese!” with the local mall Santa is an annual rite of passage for kids hoping they made the “nice” list. As for the sale of those merry photos? They’re very important to shopping centers’ bottom lines. JLL Retail tasked The Dealey Group with re-energizing the standard photos-with-Santa experience in hopes of driving a spike in photo package sales. The experience had to be unique. Exclusive. ExCLAUSive.
The idea was to create an experiential giveaway to capture entrants’ information, then remarket to them with photo package offers once the promotional period had expired.
Customers of the mall were invited to enter to win ExCLAUSive Access: a private meet-and-greet with Santa complete with VIP perks, before his official arrival.
Everyone who entered was then remarketed with an exCLAUSive offer for a deal on a Santa photo package.
The campaign resulted in a 4.5% YOY increase in Santa photo package sales and a staggering 9% redemption rate of the remarketed exCLAUSive offers.