Simon Malls – Super Bowl Advertising

Simon Malls Super Bowl Advertising Case Study

Executing a multi-channel approach provides an impact that is more than the sum of its parts.” / – Sue Zoldak, Campaigns & Elections

When America’s biggest football game was hosted in Atlanta, Simon Malls decided to attract game day visitors to another destination in market: their stores. A mobile billboard drove to the crowds of fans: Centennial Olympic Park’s festival, the stadium, special events, popular hotels, busy restaurants, nightlife hot spots and competitor mall locations. Integrated into the out-of-home media plan were display ads served to mobile devices. By optimizing the impressions at the same points of interest the mobile billboard was targeting, the reach and frequency were maximized. This led to a 438% relative click performance when compared to industry averages.

This campaign was in partnership with Publicis Media.

70,000+ Super Bowl attendees

365,455 mobile display ad impressions

0.71% click-through-rate

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