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Shop. Skill. Score.

Client
MetCentre
strategy

Campaign Strategy

Customer Engagement

Retailer Participation

Digital Marketing

identity

Campaign Identity

Creative Direction

Graphic Design

Content Creation

experience

Customer Journey

Gamification

Spend & Play Mechanic

Prize Experience

activation

Skill Tester Activation
In-Centre Signage
Digital Campaign
End-to-End Campaign Management

Situation

Black Friday is one of retail’s busiest promotional periods, with customers surrounded by competing sales and offers. MetCentre wanted to cut through the noise with an experience that rewarded spend, created excitement in-centre and gave customers another reason to visit.

Focus

Turn Black Friday shopping into something customers could play, experience and win by creating a simple connection between retailer spend and an engaging in-centre reward.

The Approach

Shop. Skill. Score. invited customers to shop at MetCentre, present their receipt and step up to a custom-branded skill tester for the chance to grab a bauble and score a gift card prize. We created a complete campaign environment around the activation, from the branded skill tester and activation zone to floor decals, tall boards, retailer counter cards and branded team apparel.

The experience was supported by social content and a dedicated landing page, with VCLA Media managing the campaign end-to-end from concept and creative through to production, promotion and on-site delivery.

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Outcome

The activation created a strong reason to engage beyond the transaction, with customers returning to shop and revisit the play zone for another chance to win.

Shop. Skill. Score. transformed a Black Friday promotion into an interactive experience that drove participation, repeat visitation and engagement with MetCentre retailers.
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