Highlights
- 200 Active brand ambassadors
- Three 15 minute performances throughout the day
- 12,000 Direct impressions
- 40,000 Promenade visitors
project challenge
The Santa Monica Place Mall's partnering agency was looking for a way to excite shoppers about the grand opening of the retail center.
winning strategy
Groups of street teams headed to the Santa Monica Promenade to play a game of Hot & Cold. Dressed in color coded t-shirts, enthusiastic brand ambassadors directed shoppers to the mall by telling them whether they were 'warmer' or 'colder' to the Mall's location. Shoppers that reached the mall were congratulated, cheered and applauded by fun, energetic brand ambassadors.
