Union Landing Campaign
A hybrid digital and in-person campaign designed to increase foot traffic and multi-store engagement
Designed a hybrid campaign that increased average store visits by 30% year-over-year
and drove new customer exploration across a 1M sq. ft. retail center.
Project overview
Union Landing Shopping Center faced a physical limitation—its size made it difficult to drive foot traffic between stores, limiting cross-store engagement and overall sales.
To address this, we developed a hybrid campaign that combined digital interaction with in-person participation, encouraging customers to explore the full shopping center.
Campaign concept
Customers solved online puzzles to identify participating retailers. Once completed, they visited stores to scan QR codes and unlock sweepstakes entries—making physical store visits essential to participation.
Results
69 average visits per store (2024), up from 53 in 2023
88% visited new stores
67% made purchases
94% would participate again
Customer experience
“My daughter and I enjoyed doing this scavenger hunt together and look forward to the next one.”
—Reinforced by high return intent, with 94% of participants interested in future events.
Role & contributions
Developed campaign concept and participation mechanics
Designed customer journey across digital and physical touchpoints
Aligned campaign execution with business goals (traffic + sales)
Monitored performance and contributed to post-campaign insights
Campaign highlights
Blended digital engagement with real-world behavior
Created a gamified retail experience
Directly influenced store discovery and purchase behavior
