Primedia – UMA and Matchworld interactive dome

Unlimited Mall Active (UMA) and Matchworld, both Primedia subsidiaries, collaborated to conceptualise and execute the Samsung Galaxy Pocket entry-level smartphone interactive promotion.

^{Raining money}

^{Called ‘It’s raining money’, the interactive dome featured a money machine that blew money (Samsung bucks) into the air when shoppers entered the dome.}

^{How it worked}

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^{Consumers were encouraged to buy a Samsung Pocket during the course of the promotion. Its purchase qualified them to enter the dome and win instant cash prizes. The more Samsung bucks they caught the more prize money they won. The Samsung bucks were converted into rands and the amount transferred to all the winners’ bank accounts.}

^{Although the dome the main feature and a huge draw-card, it was one part of a promotional stand featuring different activity areas.}

^{Attracting consumers}

^{An MC and DJ were at the dome entrance and helped create hype around the activation. There was an ‘exercise’ area where ‘2G’ and ‘3G’ bikes were set up. Consumers had to choose a bike to ride and a downloadable video was played that demonstrated the difference between 2G v 3G speed.}  

Other activities

^{The promotional court featured information stands with live demo handsets enabling consumers to test and experience the new handset. Handsets were displayed on custom stand units and consumers could take a branded photo of themselves in a GlamCam unit – a technology innovation of Unlimited sister company, TLC.}

General Manager of Mall Active Travis Brown said the custom dome has never been used in the mall environment before. “The scale and unique look of the dome created talkability for the client and the activation as a whole, so much so, that we reused the dome at Vodaworld.”

^{Venues used}

^{The promotion took place at Cape Gate, Gateway, Maponya, Eastgate, Menlyn Park and Southgate shopping centres.}

^{*Matchworld aims to maximise sports sponsorships as a marketing and communications tool through its sponsorship consulting, leveraging, brand activation, public relations and eventing services. www.matchworld.co.za.}

^{*Mall Active specialises in the development of results-driven brand activations at the point of purchase. www.primedia-unlimited.co.za/companies/mallactive.aspx.}