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.
Nomination Title: Crossover with the highest-level Esports IP to create a never-seen shopping mall experience
