Awards: Best mall event program

Not since your college days would you even consider showing yourself in public with a case of bed head—you know, the super-mussed non-hairstyle that you can only get from sleeping soundly all night long. Hilton’s Hampton Inn hotel chain figured it could make the look cool once again. The Proud To Be a Bed Head campaign […]

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 […]

It’s not always easy getting everyone in the room—family, especially—to agree on what to watch on television, but Netflix over the last holiday season set out to prove it can serve as the common denominator. While millions of consumers are getting in on streaming services that allow them to curate television viewing, rather than be […]

Nokia turned the standard device demo—a pushy, pick it up, click some buttons, maybe snap a photo experience—into a festive and lasting experience that left consumers with one-of-a-kind takeaways, all thanks to the power of the product. A seamless transition from the online campaign to the live experience created continuity for consumers. This program also […]

Cadillac’s Culinary Challenge put a new spin on the old mall tour. The ride-and-drive experience with culinary and lifestyle twists traveled to 14 luxury malls, spicing up the experience with test drives of Cadillacs and competing vehicles and a cause- marketing overlay. After a few years running the Culinary Challenge, Cadillac expanded on the competition between […]