HGTV Creates Magical Pop-Up Holiday House at Mall - Event Marketer

HGTV Creates Magical Pop-Up Holiday House at Mall

DB_Silver_HGTV_2014 Ex
Brand: HGTV
Agency: POP2LIFE
Awards: EX AWARDS — BEST MALL EVENT PROGRAM
Year: 2014

Is there anything more magical than a life-size multi-level gingerbread house? The HGTV Holiday House nailed it with multiple touch points that engaged shoppers with the brand. The house, positioned at Santa Monica Place, an upscale mall in Santa Monica, CA, stayed open for six weeks during the holidays and complemented a 2,000-square-foot HGTV pop-up showroom—a retail space featuring products from the HGTV Home line of merchandise.

Inside, Santa Claus was available for pictures with consumers (there was a pet photo event as well). Activities ranged from coloring stations with easels for kids and a resting spot for parents to hang out, to sampling hot cocoa and cookies to a tacky sweater contest and themed talent appearances from popular HGTV shows and from HGTV magazine. There was also an HGTV custom holiday “winter sledding” photo experience for consumers to take part in. Consumers entered the HGTV Home Holiday Cash Giveaway for a chance to win $10,000 and meet popular network talent. Everyone left with a giant HGTV shopping bag takeaway. Every night the entire space lit up with a mix of music and lights for a three-hour light show.

With activation events such as the HGTV Holiday House and many others throughout the year, along with premieres of several new original shows, HGTV achieved its highest rated and most watched year ever in 2013 among adults ages 25 to 54. The network finished 2013 as the #1 cable network among upscale female viewers for the seventh consecutive year.

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