Xscape Xscape Into Wonderland

We were challenged by Xscape to create a ‘surprise and delight’ engaging arts and crafts experiential activity for families visiting over Easter, to reward existing customers and drive return footfall.

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We were pleased to be working once again with Xscape Yorkshire, and expanding our relationship by working with Xscape Milton Keynes on their Easter arts & crafts experiential activity.

We were challenged to create a ‘surprise and delight’ engaging arts and crafts activity, with our response being, ‘Xscape into Wonderland’, a four day experiential event over the Easter bank holiday weekend. We designed a strong and engaging creative theme to fit the overarching campaign which was then used across digital and print assets.

The magical event space we built within Xscape featured giant props such as teacups, floral arches with artificial grass flooring and furniture to create a true ‘Wonderland’ experience.

Xscape into Wonderland 2017

The activities were free of charge to take part in and included items to take away such as chocolates and handmade t-shirts. Over the four days we had a team of activators at each site, including a visit from the Easter Bunny who enjoyed greeting customers!

We supplied arts and crafts equipment, which included t-shirts for customers to design and take home. The t-shirts had a bespoke Xscape design which we created to reinforce brand awareness, and customers were encouraged to post on social media to extend reach. Combining this aspect with the visual impact of the event space created the ‘surprise and delight’ element for customers.Xscape into Wonderland 2017We had high levels of engagement across the four days with 482 participants at Xscape Milton Keynes and 568 participants at Xscape Yorkshire.

To pre-promote the activity we created a quirky ‘pause to win’ social media competition where users had the chance to win an Xscape gift card. The competition ran on Facebook the week before and during the event. To excite customers for the up and coming event, elements of the video reflected aspects of the Wonderland themed activity.


 

 

The social media competition combined with this strategy helped to enhance brand and event awareness.

Xscape into Wonderland 2017To drive and track return footfall, we created a direct leaflet offer, which was exclusive to Easter visitors. To encourage return footfall offers were redeemable in May.Xscape into Wonderland 2017Xscape into Wonderland 2017

Results