Phoenix Marketcity, Kurla Attracts Online Customers To Have Fun #VegasFortunes Way

Gambling being considered auspicious during Diwali, the theme for this year’s Diwali celebration at Phoenix Marketcity, Kurla is of Las Vegas. PMCK has recreated Vegas that is synonymous with gambling & all glitz that perfectly merges well with Diwali which is a festival of lights, good luck & blessings.

For this festive season, the mall offers various entertainment opportunities such as casino tables where you can play games like blackjack, poker, roulette and more on each floor, vegas shows, feather dance troupes, ballet performances, acts, prizes, etc. The mall has been decorated with lights & dressed with glamour.

Objectives:

  • This Diwali, Phoenix Marketcity, Kurla wanted to do something different by integrating the mall’s offline activities with their social media presence.
  • To gratify mall customers with prizes worth Rs. 1 Crore and increase customer satisfaction during the festival of Diwali.

Execution

In order to be able to play at the tables at PMCK, the customer can either approach the brand via social media channels by sending a message, saying that he / she would like to be part of the Vegas style celebration at the mall this Diwali or the customer can shop products amounting to Rs.6000/-. He will then get token chips against that bill which he can use to play & try his luck.

Phoenix Marketcity, Kurla is giving away total prizes worth Rs. 1 crore that includes a sponsored trip to Las Vegas, a brand new Hyundai Verna, a family trip at Country Club in Goa, iPhones, iPads and lots more.

To reach out to their audiences online, PMCK shared a Youtube teaser in order to start building curiosity and attract customers around the Vegas theme that they are currently celebrating at the mall.

Using the visual medium of a video on Youtube, they have managed to build curiosity so far among audiences online. Following up with the excitement, PMCK came up with another video too, which was shot in the mall itself and has displayed the Vegas Casino setup.

The setup of casino includes Blackjack, Hold Em’ Poker, Spin The Wheel & Roulette tables. They have carefully incorporated a Texas cowboy feel with the background score in the video, which makes the viewer want to experience Vegas in PMCK even more.

The idea behind this campaign “What Happens In Vegas Is Happening In Kurla” is brilliantly being promoted via this video and was well received by the audience.

Twitter contest
To attract online customers to the mall, PMCK held a Twitter contest, where followers were asked questions related to Diwali with the hash tag #AboutToGetLucky & tied up with 3 influencers  to maximize reach.

The first three winners won vouchers worth INR 2500. What’s more? They also won tokens to play at the mall (#VegasFortunes). Seven other winners were announced and given tokens to play at #VegasFortunes.

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The contest hash tag #AboutToGetLucky also managed to trend on Twitter!

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Positives

Vegas, being the dream place to be amongst the youth, Phoenix Marketcity, Kurla has raised the excitement levels higher by having the Vegas theme for this year’s Diwali celebration at the mall. It strives to entice its customers through this campaign to shop at the mall in order to stand a chance to enjoy the Vegas feel of playing at the casino.

What’s even better is the chance it gives to its online fans, to be a part of the entire event, without the condition of having them purchase products that their offline customers would have to apply to. So if you are one of their fans, simply by dropping them a message on Facebook or Twitter you can easily be part of the celebration at the mall. Giving online customers a special benefit than the rest, surely makes it an enticing offer for their online fans to engage with them.

Closing Thoughts

By communicating a clear message of “What happens in Vegas is happening in Kurla” the campaign strongly teases its online community on social media to get out of their homes & be part of the mad fun that they can possibly witness at the mall this Diwali with family & friends. By the end of this campaign, it won’t be a surprise to see people lining up to Phoenix  Marketcity, Kurla only to experience the madness of what really happens in a crazy casino in Vegas.

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