![Game-2-Win: Kicks off today. [Main image: Lorna Jane.]](http://yaffa-cdn.s3.amazonaws.com/yaffadsp/images/dmImage/StandardImage/Lorna Jane source 2013_0616D220-4FE9-11E3-9FDC005056A302E6.jpg)
An Australian shopping centre is set to make history.
AMP Capital Shopping Centres has today confirmed the launch of a new interactive web-based game - the first activation of its kind in the region.
Game-2-Win will see local shoppers compete against one another in an ‘amazing race’ style format at their local AMP Capital shopping centre.
The game is designed to take place in 15 centres across Australia and New Zealand, with more than 30,000 shoppers expected to participate.
Commenting on the coup, AMP Capital Shopping Centres said the initiative is based on a “considerable body of research into the latest global retail and marketing trends” and aims to cement the group's position as an innovator in the industry.
Based on 'gamification', an emerging key international trend, the group said Game-2-Win operates as a highly creative and effective way to engage and reward customers.
AMP head of shopping centre marketing Kylie McIntyre said the initiative is expected to generate wide shopper engagement, by providing a mechanism to “surprise and delight shoppers”.
“We wanted to reward our customers’ loyalty by creating a fun and interactive game to complement their shopping experience. It was also crucial to create an activation, which worked seamlessly both on- and offline, to appeal to the increasingly multi-channel shoppers,” McIntyre said.
“We hope the competition will provide an unexpected mechanism to thank and inspire our shoppers,” she said.
Registrations are now open via each centre’s website macquariecentre.com.au/G2W, with shoppers invited to sign into the game on their smartphone, tablet or PC and attempt the challenges.
The Game-2-Win initiative will run for the next 70 days, until January 26, 2014.
During this time, shoppers will be able to complete a mixture of daily in- and out-of-centre challenges including: ‘caption this’, ‘photos with specific objects in centre’, and ‘guessing competitions’ for the chance to win daily prizes as well as a share in the national prize pool valued at over $84,000.
Examples of daily prizes include:
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$50 Wittner gift card
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$50 Lorna Jane gift card
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Napoleon Perdis Gift Bag valued over $50
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KitchenAid Artisan Mixer
As shoppers advance through the challenges, they will be rewarded with badges to recognise their achievements, which will be shareable on social media. They will also be able to track their progress against other competitors through their centre’s leaderboard.
Bonus points are also up for grabs as shoppers engage with different posts on specific AMP Capital Shopping Centres’ social media profiles.
At the end of each week, shoppers will also receive a summary email detailing their achievements for the week as well as clues, bonus point opportunities and instant win prizes.
In addition, there will be a range of special challenges on Christmas Day, Boxing Day and Australia Day, which will incorporate bonus points.
To discover more about what AMP Capital Shopping Centres has planned for the Australian market, pick up a copy of the next Ragtrader print edition [December 2013] featuring an exclusive interview with AMP Capital Shopping Centres managing director Bryan Hynes.