The Greene Town Center uses Gamification and Experiential Marketing to Drive Visitors to Retail Shops
The Greene Town Center, an open air mall in Ohio is one of the first mall properties in the US to introduce mobile coupons and discounts to their visitors. The visitors can scan a QR code on the outside of participating businesses and access a special offer right on their Smartphones. The coupons can then be redeemed upon showing their phone to the cashier. Once the coupon is redeemed by pressing a button on the device it is deleted from their database. All of the coupon features are managed on the SCANVenger Hunt Mobile Social Loyalty Component (MoSoLoCo) where the host administrator or business tenant can access them on their computers.
Kelli Kooken, the Greene Town Center’s marketing director thought it was an awesome idea but their still needed to be a way to introduce this new concept of managing coupons to the visitors. So we developed a strategy to integrate the SCANVenger Hunt gamification platform into the events hosted by the Greene. The Hunts were promoted on Facebook and on the Greene website. The response was great! Players registered to play SCANVenger Hunt online and then came out to the town center with their Smartphones set up and ready to scan. Out of the 25 businesses on the course most of the players visited over half of the locations for the first time and several made purchases along the way. Business that were on the course included Subway, BDs Mongolian Grill, Bar Louie, Adobe Gillas, Sprint, The Pub and several local tenants.