World Trade Center Mall Social Activation
World Trade Center Abu Dhabi, a fully integrated mix-use development comprised of office and residential towers in addition to a mall, souk and hotel, wanted to create hype, buzz and interest around the grand opening of the World Trade Center Mall.
The main challenge was the fact that WTC Mall was a new brand with no customer base and no social media following. The social media platforms had to be developed and populated as part of this social media activation.
Belong Interactive developed a unique and successful social media activation called “The Lucky 10”. The activity was built as a Facebook activation and a dedicated microsite was also developed for the competition. A user registers to participate in the competition and will then need to accumulate points by receiving votes, updating their Facebook cover with WTC Mall creative, sharing their contest profile and inviting friends to join the competition. The top 10 contestants win a limousine pick up to the mall with a red carpet welcome, in addition to an AED 5,000 gift voucher to be redeemed anywhere in the mall and a private lunch invitation.