Almost 20 million views free publicity campaign for shopping mall
Boost for shopping mall’s branding
At shopping mall “Hoog Catharijne” in Utrecht, the Netherlands, we organized the first ever national championship Podracing. On December 13, drone pilots raced through the mall. At top speeds, they flew past trembling shop windows, Christmas decorations, and cheering crowds. The free publicity campaign reaped close to 20 million views! The event was covered by media companies ranging from news website nu.nl to newspaper the Telegraaf and broadcaster RTL nieuws. Watch the video below.
Innovative events turn shopping into an experience at Hoog Catharijne
With clever media stunts amplified by free publicity and social media, we are working on the positioning of shopping mall Hoog Catharijne. It all began with the Man Cave, a hang-out for real men. Next we launched the charming ShopBoy – for women only. He carries your bags, gets your size, and gives you subtle compliments. Now the time had come for an extreme gadget event. At the Man Cave, right across the Media Markt, the first ever national championship Podracing was held. It became an immediate and stunning success.
Racing drones through a shopping mall doesn’t sound like setting yourself up for success. Organizing a national championship for the same activity, much less so. For two nights in a row we ran trials with a small crew and four drone pilots. With exclusive access to the Man Cave, we created our own hang-out. Once security locked down the mall, we lit the fireworks. Oh oh what a thing we set off. Save for a few Christmas decorations and plants, in the end everything worked out well. Even though we organized an indoor event, we were surprised to learn that air traffic control had to grant us permission.
A free publicity campaign demands courage
When you buy advertisement space in a media outlet, you are certain to receive a set amount of coverage. This position is comfortable, but requires a budget. On the downside of things, your ad reach will never exceed your media budget. A free publicity campaign is dependent on attention paid by media news rooms, and smart cooperation with news editors is imperative. Your campaign will receive less attention if at the time of your campaign a disaster occurs somewhere else in the world. For this reason, our approach to a free publicity campaign is to buy advertisement space on social media.
Media attention worth € 200,000+
If you wanted to buy the impact achieved by this free publicity campaign, you would need a media procurement budget of € 200,000 at least. This calculation does not even include the advantage of editorial coverage. On the news, your story gets a lot more attention compared to that same story told during the ad break. If people start talking about your event, you’ll have a much bigger impact.