Majid Al Futtaim − DSS Live Streaming Activation
Majid Al Futtaim Propoerties, developer, owner and manager of world-class shopping malls throughout the MENA region, wanted to create a unique and exciting digital activation to span the period of Dubai Shopping Surprises 2013. They wanted the activation to cover Mall of the Emirates as well as Deira and Mirdif City Centres.
The digital activation had to serve multiple purposes. It needed to inform and excite customers about the many special offers and events occurring during DSS as well as engaging users in the online space and converting them to in-mall traffic. Finally, they wanted to produce quality content, mainly video, to populate their social media and online platforms.
Belong Interactive created a live streaming digital activation. The project consisted of four episodes per mall per week, each covering one of the verticals: shopping, entertainment, leisure and dining. These episodes were streamed live onto Facebook and the mall's website. A presenter allowed the audience to experience several exciting entertainment, dining and special deals throughout the three malls over the course of DSS. The end result was a truly unique and successful digital activation.