Shopping Centre Event

Shoppers took ownership of their local centre’s public artwork one social post at a time.

The marketing world probably doesn’t need another hashtag campaign. But, last weekend the team at Shoppertainment proved that the strategy could produce more than an online retail soundbite. To celebrate Church Square’s 150th anniversary of its home borough of St. Helens (UK), the centre used Socialbear‘s hashtag-based software to create a mosaic representation of the area skyline out of more than 1,440 images that local residents had submitted.

Participants posted their commemorative photographs on Twitter and Instagram using #150memories. Then, on-site, Church Square visitors were able to use a terminal to print little square copies of the submitted photos and stick them on specific numbered spots on the mosaic. Once all the spots were filled, the final artwork was revealed. It is now a permanent installation at Church Square.

“We wanted to create a piece of artwork that the community could contribute to and take ownership of,” noted Jess Watters, marketing account manager at Shoppertainment Management.

“We worked with The Apprentice star Soloman Akhtar and created the [artwork] using his hashtag mosaic software to make this a truly unique activation,” something that centre manager, Steve Brogan was seeking.

Besides contributing to the work, participating Church Square visitors also got a chance to win a St. Helens anniversary basket filled with prizes such as with family passes to local attractions and rugby club supporter memberships.

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