Lands’ End Mall Tour Demonstrates Online Shopping Innovations
Lands’ End has launched a shopping mall tour to introduce new online shopping innovations. At the Lands’ End My Virtual Model Tour, consumers in 14 cities across North America can have their body scanned and measurements translated into an exact My Virtual Model (MVM.) This is the first time body scanning has been combined with virtual modeling to create a precise body replica. Image Twin personal body scanners are expected to be in cities from New York to Chicago to San Francisco within a year. In addition, My Personal Shopper (MPS) creates the most personalized recommendations engine on the Web. After consumers answer a few brief questions, MPS suggests clothing based on personal preferences.
Sam Goody And Mall Of America Form Unique Entertainment Alliance
Through a first-of-its-kind alliance, Sam Goody and Mall of America will brand the Mall’s main rotunda “Sam Goody Central,” a showcase for live events and concerts at the Mall. Sam Goody Central will be the live event focal point at the Mall, featuring celebrity appearances, music, movie screenings and other attractions throughout the year.
“Mall of America is recognized around the world as a premier attraction, so being able to team with the Mall on this project is an exciting step for Sam Goody,” said Jack Eugster, Chairman and CEO of Musicland. “Sam Goody Central will be a high-visibility location where we can provide world-class entertainment, unique events and concerts featuring both established stars and the up-and-coming talents that Sam Goody has a long history of supporting.”
WebTV Runs Integrated Marketing Program
WebTV Networks announced that UPSHOT, the brand marketing division of HALO Industries, has launched an integrated marketing program for WebTV from Microsoft. The campaign will introduce WebTV capabilities to adults 55 and older and their children and will offer six months of free service to new customers.
Through the familiar medium of television, WebTV allows users to access the Internet and e-mail capabilities in their own livingrooms. Without the necessity of a computer, WebTV allows older adults to exchange e-mail with grandchildren, play along with the game shows, manage finances, or chat with other viewers during interactive programming.
Some of the elements of the program include: Experiential “Living Rooms” will be created in major airports and shopping malls across the country. The living rooms will include individuals in both target categories to conduct real time demonstrations. Strategic advertising will be targeted to older adults and their children in offline and online environments.
According to IDC, a leading researh firm that provides technology intelligence, seniors now represent the fastest-growing group of Internet users in the United States.
Simon And Cingular Form Mktg. Alliance
Simon Property Group recently joined forces with Cingular Wireless to drive brand awareness among the more than 50 million shoppers who made 250 million visits to Simon malls during the holiday season.
Shoppers who signed up to receive wireless phone service from Cingular’s brands at retail stores or kiosks at more than 100 Simon malls nationwide, received a free Santa photo package valued at $25. Shoppers also had the chance to make a free 2-minute cellular phone call while in line to have their photo taken with Santa.
Cathi Weiner, V.P., Partnership and Marketing Development for Simon Brand Ventures, said, “Companies like Cingular are choosing this live media environment to communicate their brand messages with consumers across multiple marketing channels at a time when they are at the point-of-purchase.”
General Mills Plans ‘Cereal Adventure’
General Mills has unveiled plans for a family attraction called “Cereal Adventure” to be built at Mall of America.
Cereal-themed games, shows and playground equipment will be featured, including the Cheerios Play Park, Lucky Charms’ Magical Forest, Trix Fruity Carnival and Cocoa Puffs Chocolate Canyon. Sports entertainment and history will be featured in the Wheaties Hall of Champions. These areas will offer a full menu of activities, from posing for a Wheaties souvenir box to playing virtual reality chocolate games. There will also be educational opportunities, including a Total Nutrition health site and the General Mills Farm Factory, which teaches visitors the process of making cereal. Visitors can create personalized cereal take-home packages.
Marc Belton, General Mills’ Big G cereal division, said, “It’s a great opportunity to take our cereals beyond the breakfast table and reach consumers in an innovative, interactive way.”
Colonial Properties Trust Implements Partnership With Coca-Cola Company
Colonial Properties Trust has announced a partnership with The Coca-Cola Co. to implement a sponsorship and marketing program at Colonial Properties Trust malls. This partnership brings together two companies with strong market position in the Sunbelt region of the U.S.
Beverage machines will be recessed in a 4-paneled kiosk that displays information about Colonial Properties’ on three sides and provides a beverage machine on the fourth.
“By leveraging the strength of the Coca-Cola trademark and imagery, we will enhance our own brand through association,” said Anne Michaels, V.P., Specialty Leasing for Colonial Properties. “The presentation of the beverage machines epitomizes the partnering of two very strong companies. This type of presentation allows us to promote our company and provide consumers the refreshments they want.”
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