Mixc World, Shenzhen, Guangdong Province, China: Crossover with the highest-level Esports IP to create a never-seen shopping mall experience

Company: Mixc World, Shenzhen, China
Nomination Submitted by: CR Land
Company Description: China Resources Land Limited (CR Land, HK1109) is a strategic business unit responsible for city construction and operation under China Resources Group, a Fortune Global 500 company. CR Land sticks to the brand philosophy of "better quality better city" , works to transform cities with high quality products and services.
Nomination Category: Event Categories
Nomination Sub Category: Brand & Experiences - Experiential Event
2022 Stevie Winner Nomination Title: Crossover with the highest-level Esports IP to create a never-seen shopping mall experience
  1. Which will you submit for this nomination, a video of up to five (5) minutes in length or a written essay of up to 525 words? Choose one:
    Essay of up to 525 words
  2. If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video:
  3. If you are providing a written essay for this nomination, submit in this space an essay of up to 525 words describing the event: its genesis, goals, development, and results:

    Total 525 words used.

    GENESIS:In the post-pandemic time, new retail has emerged as an irresistible trend. Shenzhen Mixc World has made different attempts, among which it joined hands with the well-known digital game and Esports IP League of Legends (LOL) for a series of creative events. The crossover took the creative form of Urban Canyon Carnival events, leveraging one of the most popular digital IPs and moved the game scenes into the shopping center and recreated the Urban Canyon.

    GOALS
    1)    Explore brand value and create a new “city name card” through multiple dimensions of communications;
    2)    Reach different social groups for 1.5 billion nationwide views – become “a mall that engages the whole city”;
    3)    Improve the foot traffic percentage to at least 150% of the previous level and increase customer share among its peers.
    4)    Reach the young audience in a full and rich manner,over 95% satisfaction of them that visited the venue。

    DEVELOPMENT:
    1)    LOL elements everywhere in Shenzhen Mixc World. This international Esports event fits perfectly with Shenzhen Mixc World, which was decorated as Piltover, the City of Progress, creating the country's first LOL Urban Canyon. LOL elements were presented in 12 interactive installations across the mall, skillfully and subtly integrating different elements of the game into the public space.
    2)    The combination of AR and WeChat Mini-program. A variety of interesting interaction games were set up in the venue that attract guest attention. Coupons were also dropped in the LOL game so that the online traffic can also be directed to the shops at the mall.
    3)    In addition, Coser parade, dance and DJ performances were staged during the event from time to time, with online interactions that to create an immersive vibe of game. 
    4)    It is worth mentioning that Shenzhen Mixc World became the most attractive destination for young people at the time in Shenzhen as it created an Urban Canyon area that integrated Esports, entertainment and F&B, etc., coupled with promotion and reposts on WeChat Mini-programs and other online channels.

    RESULTS:
    1)    A brand-defining event that expands our influence: More than 700,000 players of varied backgrounds participated, inspiring the creation of 18,000 UGC short videos and received as many as 1 million likes in some of the most hit videos. High-quality comments from social media increased by 300%, and more and more KOLs are willing to share their experiences.
    2)    The event-related topics spread rapidly on top social platforms in China, with over 2.59 billion exposures on WeChat, Weibo and douyin, over 60 million interactions and 100% satisfaction of players that visited the venue, which naturally pushed the event to top 1 of the local search list, with nearly 100 million total views of related topics.
    3)    Daily passenger flow exceeded 200,000 on the highest point, and natural traffic reached a new high (nearly 3 million). As a result, the turnover of many deeply-participating stores increased to 200% of the previous level, and the event profit margin surpassed 30%, about 3 times of that of other Shenzhen malls. It’s also a testimony to the potential value of collaborations between commercial properties and top digital IPs.

  4. Optionally, you may list creative and production credits for your event - a list of the people and organizations that contributed to its development:
Attachments/Videos/Links:
Crossover with the highest-level Esports IP to create a never-seen shopping mall experience
PDF 2_Shenzhen_Mixc_World__League_of_Legends__material.pdf
MP4 3_Shenzhen_Mixc_World__League_of_Legends_Advertising_VIDEO_1.mp4
DOCX 1_Shenzhen_Mixc_World__League_of_Legends.docx
URL https://mp.weixin.qq.com/s/8UDAit5gx84lyDfgnVPL9Q
URL https://mp.weixin.qq.com/s/edp_9f4LIGSDaxxSgJA-zg
URL https://mp.weixin.qq.com/s/z3U7lIMTXZ5_hKViqi6hJg
URL https://mp.weixin.qq.com/s/zs8ThpWqItNGpGyW3nntEw
URL https://mp.weixin.qq.com/s/JMgUhVObQnv_lypZ2ZB5qQ
URL https://mp.weixin.qq.com/s/oil3-HyUDJhs8ZbgzItohw
URL https://mp.weixin.qq.com/s/Hcj5Z13HM7bYFkXP18_ESw
URL https://mp.weixin.qq.com/s/e0DOTz-MbeUN4qF_gU_jZA
URL https://mp.weixin.qq.com/s/P-oGRkpqMwZX5r38huzskA
MP4 3_Shenzhen_Mixc_World__League_of_Legends_Advertising_VIDEO_2.mp4