With 7 shopping malls in Belgium, Shopping cora positions itself as a cosy, friendly meeting space, a bit like a village square. While they have many visitors each year, their main buyers are families and an older audience. To reach a younger audience, they came up with the idea of launching an eSports tournament in their malls.
It was important for Shopping cora to reach out to a new audience that was not familiar with their malls yet. To do so, they wanted to convince young people to participate in an eSports tournament only with the help of social media and a limited budget.
100% Facebook recruitment
To get through to gamers, social media was the way to go. As Shopping cora was already present on Facebook, we exploited this platform and its power to deliver the right message to the right audience. We defined the desired audience and took a 3-step approach:
- Teasing to raise interest
- Active recruitment
- Post-event communication
As a result, we managed to recruit 128 players per tournament (almost 900 gamers) who registered on the LouvardGame platform (LouvardGame is a Belgian eSports company, founded in 2015). The FIFA gamers’ community was happy to challenge each other in a physical location and to have a chance to win great gifts, including a free pass for the international eSports tournament in Charleroi. All in all, the cora shopping malls attracted 1500+ people from a new target group and harvested positive feedback from local retailers. It also built up new eSports partnerships.
From 1 to 3 eSports tours
Following the success of the 1st edition in 2018, Shopping cora organised a 2nd edition in 2019, and a 3rd one in 2020 that unfortunately had to be shortened due to the Covid-19 pandemic.
The icing on the cake for Shopping cora was the BLSC (Belgian Luxembourg Council of Retail & Shopping) Marketing Award in the category Brand Awareness and Re-Positioning thanks to this 100% social media activation.