Up until the second of September this summer, Intu created a fantastic insight into the world of superheroes, for aspiring youngsters looking for a great way to spend their time away from school.
The experiential event allowed Wonder Woman, Superman, and Batman to swoop into some of the most popular shopping destinations in the United Kingdom, to assist Intu in developing a summer of DC super hero fun.
Intu shopping centres throughout the country hosted a range of free DC super hero activities, meet and greet sessions, and events throughout the school holidays to engage customers and keep kids entertained.
The Superhero Summer Event
Leading owner, manager, and developer in the world of shopping centres, Intu, teamed up with Warner Bro’s during the summer holidays to provide a ground-breaking experience for kids and adults alike.
The events took place across no fewer than fifteen shopping centres throughout the nation, and involved appearances by some of the most iconic super hero figures in the world.
The first example of such a partnership within the United Kingdom, the experiential scheme created a series of fantastic and family-friendly activities and events for more than 35 million customers over the course of a couple of months.
During that time, Superman, Wonder Woman, and Batman all made personal appearances throughout all Intu centres, including the Metro Centre, Trafford Centre, and Intu Lakeside.
Inspiring Long Term Fans
Not only did the experiential scheme present a fantastic opportunity for parents to get kids out of the house during the summer holidays, but it also involved plenty of inspiration for kids to become a part of their official children’s clubs.
The idea was to make every one of the Intu centres into a must-visit attraction for children during the school holidays – and it worked incredibly well, with an outpouring of excited children and parents turning up to every single event!
According to the digital director and commercial director of Intu – Trevor Pereira, the experience of working with Warner Bros was fantastic, and allowed them to bring various popular DC characters to a life in a way that was unique, and effective for their campaign within the UK.
Overall, the experiential activities worked to attract more families to the various Intu centres, and also ensured that retailers were able to flourish more successfully during the summer holidays.
Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442, or email us on info@hotcow.co.uk.
