Superhero stir at Eden shopping centre
Published: 29 June, 2011
Eden shopping centre in High Wycombe drew in massive crowds and increased footfall by 12 per cent by staging ‘Dads Are Heroes’ – a superhero family fun day.
Retailers reported that the action packed day resulted in significant double digit growth in sales, car park dwell time showed an increase of 19 per cent and a10 per cent uplift in number of cars.
The event revolved around a collection of superhero cars and characters including Titan the Robot, who appeared with JLS at the National Movie Awards last month, and Spiderman, who created a stir alongside models of iconic superhero cars including the famous Batmobile and The Hoff’s Knightrider car, Kit.
There was also face painting and mask making and fashion design workshops. And shoppers who had their photo taken with their favourite car or character were in with the chance to win a number of prizes – including a TV from Eden retailer Sony Centre - by either uploading their own photo or tagging their photo on Facebook, attracting 18,500 entries via Eden’s website. .
The event was supported by a marketing campaign run in local media, online and via social media including a three minute advert on You Tube.
“We were delighted with the fantastic success of this event,” said Eden’s marketing manager, Niamh Crowley. “The real strength of it lay in the fact that we genuinely had something for the whole family with some really ‘Wow’ characters and cars. Lots of children came kitted out in their superhero costumes - there was a great buzz in the centre.
“We received such positive feedback from customers writing in and posting on our Facebook page and retailers were really impressed with the massive crowds that the event brought into the shopping centre throughout the day resulting in strong sales figures.”
