Union Landing Campaign
Designed and executed a hybrid gamified experience that increased average retail store visits by 30% YoY, driving new-store discovery and measurable purchase activity across a 1M sq. ft. shopping center.
Key Impact
30% YoY increase in average store visits compared with the prior campaign year.
88% of participants explored stores they had never previously visited.
67% of participants made a purchase during their campaign visit.
94% of participants expressed interest in future activations.
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
Project Overview
Union Landing Shopping Center faced a unique engagement challenge: its 1M sq. ft. footprint made it difficult to encourage shoppers to move between distant retailers, limiting cross-store discovery and engagement.
To address this, the campaign introduced a gamified hybrid experience that connected digital puzzle-solving with physical store visits. Shoppers solved digital riddles to identify participating retailers, then visited storefronts to scan QR codes and unlock sweepstakes entries—making physical exploration an essential part of the experience.
Contributions
Campaign & Customer Journey Strategy
Conceptualized the hybrid puzzle-to-store campaign mechanics and participation flow to connect digital engagement with physical foot traffic.
Mapped the end-to-end customer journey across digital puzzle entry, on-site QR checkpoints, and sweepstakes confirmation.
Multi-Touchpoint Campaign Execution
Coordinated campaign collateral across digital channels, email, social media, and on-site signage throughout the shopping center.
Coordinated with participating retailers to support QR code placement, staff awareness, and the in-store customer experience.
Performance Tracking & Campaign Insights
Tracked QR scans and web traffic to monitor participation and store engagement throughout the campaign.
Analyzed participant data and post-campaign survey responses to evaluate store discovery, purchase behavior, and interest in future activations.
Synthesized findings into campaign reporting highlighting foot traffic, cross-store discovery, and purchase behavior.
Participant Feedback
“My daughter and I enjoyed doing this scavenger hunt together and look forward to the next one.”
Customer Journey & Campaign Flow
