Harbour City Launched Mega Event Pixar Fest Under New Normal From New Marketing Perspectives

Apart from the impressive visitor traffic and strong customer sentiments of Harbour City shopping coupon reward campaigns, the mall continually seeks unique interactions with customers by bringing them on an amazing journey of experiences. Under the new normal, Harbour City has launched a mega event with new marketing strategies and event format, aimed at enhancing the memorable event experiences, creating noise and maximizing social shares around town.

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Riding on the worldwide hit of Pixar movies at all ages, Harbour City joined hands with Disney and Pixar to bring Hong Kong’s first Pixar Fest from 30 June to 15 August 2021. Breaking through the traditional mega event format, Harbour City has implemented new marketing strategies, aimed at bringing customers on a multi-dimensional journey. The mall has fully utilized its spacious advantage with the backdrop of Victoria Harbour, created various movies-themed photo spots at every corner and a series of online and offline interactive activities including AR check-ins incorporated with mobile app “Harbour Cityzen”.

In order to keep the customer-generated content and maximize organic shares, Harbour City has released weekly new surprises to customers, such as limited-edition souvenirs and exclusive products during the 7-weeks event period. Up till now, the participation rate of activities has exceeded 100,000, which has helped boost traffic and increased sales in the mall.

Fully utilize the mall layout: Photo Spots have been installed around every corner

As the largest shopping mall in Hong Kong, Harbour City has taken full advantage of the mall layout, and 12 photos spots have been installed at every corner across different zones and levels. For example, the iconic 5.2 meters high Pixar Ball and Lamp has been installed at Ocean Terminal Deck, while enlarged versions of Pixar movies characters has been set up in the atrium.

Breaking through the traditional mega event format: AR check-ins incorporated with mobile app “Harbour Cityzen”

Apart from taking pictures on-site with the movie characters’ statues, Harbour City has selected 5 AR check points in the consideration of mall layout. By downloading the mobile app “Harbour Cityzen” for free, customers can experience “AR Fun” in the onsite installations.

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Weekly flash surprises: Brand New Commemorative Embossed Stamps, Exclusive products and Limited-Edition Commemorative Gold Coin

To keep the momentum of customers during this 7-weeks mega event period, Harbour City has launched the weekly flash surprises. For example, 12 brand new commemorative embossed stamps featuring Pixar characters’ images and exclusive products in late July; 4,000 Limited-Edition Gold Coin in early August.

Personalized experience: online and offline interactive activities

Harbour City has created a series of interactive activities, including an online game connecting the real and virtual world across offline and online platforms. For example, customers can create their own little Soul and share it on social media platforms. The mall has partnered with booking platform KLOOK for online pre-registration of Pixar’s movies and shorts, to promote the mega event to targeted audiences with its big data.