The Galleria Mall Tweet Clouds are a way for the open-air ceiling concept to garner attention amongst shoppers. Harnessing the ever-present use of social media to popularize these unique mall gifts, Galleria Mall is pushing the frontiers of commercial mall promotion.
The concept follows that shoppers can go on the mall Facebook page (linked with Twitter) to Tweet and dedicate a cloud to their friends. A foam machine is used to create different shapes like smiley faces or animals. This campaign is great because it highlights the open concept while broadcasting such a feat all over social networks. Moreover, the shopping mall elevates itself from a mere pit-stop to a one-of-a-kind experience.
The sheer reach of social networks usher in a new age of marketing possibilities and the Galleria Mall is an example of innovative thinking on so many levels.
Foam Gift-Sending Tweets
The Galleria Mall Tweet Clouds Show Off the Open-Air Concept
Trend Themes
1. Social Media-driven Marketing - Using social media platforms for marketing campaigns can increase brand visibility and customer engagement, creating potential for disruptive marketing opportunities.
2. Experience-based Promotion - Offering unique experiences to customers such as personalized gift-sending can elevate the company from a monotonous provider to a one-of-a-kind experience, and it opens up avenues for disruptive innovation in marketing
3. Integration of Technology in Customer Engagement - Incorporating technology such as a foam machine to create unique shapes while sending gifts on social media can enhance customer engagement with the brand and create new opportunities for innovative promotions.
Industry Implications
1. Retail - Retailers can leverage social media to create a unique shopping experience for their customers, showcase their innovative ideas and products, and improve brand visibility thereby opening up possibilities for disruptive innovation in retail.
2. Event Management - Introducing unique experiences and personalized gift sending options to events can increase attendee engagement and satisfaction, and create potential for disruptive innovation opportunities.
3. Marketing - The success of the Galleria Mall Tweet Cloud campaign highlights the importance of innovative thinking in marketing, and emphasizes the need to incorporate technology, unique customer experiences, and social media platforms into marketing strategies, thereby promoting disruptive innovation opportunities.