Union Landing Campaign
A hybrid digital and in-person campaign designed to increase foot traffic and multi-store engagement
Designed and executed a hybrid gamified campaign that increased average retail store visits by 30% YoY, driving new customer exploration and cross-store sales across a 1M sq. ft. shopping center.
Role: Lead Campaign Operations & Journey Strategist
Agency: Zooka Creative (Client: Union Landing / Retail Property Management)
Channels: Web Puzzles, On-Site QR Signage, Email, Social Media, Retail Print
Key Impact: +30% Avg Store Visits YoY | 88% New Store Discovery | 67% Purchase Conversion Rate
Project Overview
Union Landing Shopping Center faced a physical challenge—its expansive 1M sq. ft. footprint made it difficult to drive fluid foot traffic across distant retailers, limiting cross-store discovery and overall shopper spend.
To solve this, the campaign introduced a gamified hybrid strategy blending online puzzle-solving with physical store visits. Shoppers solved digital riddles to identify participating retailers, then visited physical storefronts to scan QR codes and unlock sweepstakes entries—making real-world exploration essential to participation.
Key Results
+30% YoY increase in average store visits compared to prior campaign year
88% of participants explored stores they had never visited before
67% of participants made a purchase during their campaign visit
94% repeat participation intent for future center activations
Contributions
Gamified Campaign & Journey Design
Conceptualized the hybrid "puzzle-to-store" campaign mechanics and customer participation flow to bridge digital interest with physical foot traffic.
Mapped the end-to-end user journey across digital puzzle entry, on-site QR code checkpoints, and sweepstakes entry confirmations.
Multi-Touchpoint Operations & Retailer Alignment
Coordinated collateral rollouts across digital channels, email newsletters, and on-site physical signage throughout the 1M sq. ft. center.
Engaged participating retailers to ensure seamless QR code display placement, staff awareness, and in-store customer support.
Analytics, Insights & Impact Reporting
Tracked real-time QR code scans and web traffic to evaluate daily store engagement and campaign velocity.
Synthesized participant data and post-campaign surveys into executive reporting detailing foot traffic lift, cross-shopping trends, and conversion metrics.
Campaign Highlights
Hybrid Retail Gamification: Merged online interactive puzzles with physical QR code scavenger hunts to motivate real-world movement.
Cross-Store Discovery: Solved site navigation friction, successfully driving 88% of participants into previously unvisited retailers.
Measurable Sales Lift: Directly influenced shopper behavior, yielding a 67% in-store purchase conversion rate among participants.
Customer Experience
“My daughter and I enjoyed doing this scavenger hunt together and look forward to the next one.”
—Supported by high return intent, with 94% of participants requesting future activations.
Customer Journey & Campaign Flow
