Events and Experiential Marketing
Shopping and leisure centres are increasingly popular venues for hosting events. This is because these spaces offer a wide range of areas that can be adapted for different types of activities, concerts, exhibitions and fairs.
Event Organisation in Shopping Centres
The Best Events in Shopping Centres in Spain.
We apply the latest technology to innovate, surprise and associate products and brands with the event. We also travel throughout Spain, mainly to Madrid, Barcelona, Valencia, Seville, Malaga, Alicante, Castellón and Murcia, to offer unique experiences that become associated with the product or brand being promoted.
In this way, customers stop being mere spectators and become actively involved in the events, feeling like an essential part of them.
Jurassic World (Universal Pictures)
Jurassic World Laboratory Reproduction. At the entrance, Blue welcomes visitors (almost 5 metres long). It also includes a reproduction of amber with mosquitoes inside and a giant dome that hosts the experience. Immersive Virtual Reality experiences with vibrating seats and a laboratory interior with an augmented reality game are also offered. In total, more than 100 m² of fun.
Christmas Online at Aqua Shopping Centre
White Christmas at Parque Alegra
This Christmas, together with Parque Alegra Shopping Centre in San Sebastián de los Reyes, Madrid, we developed a very special activity: “The Giant Gift”. In a completely white setting, our Father Christmas welcomes all the children, collects their letters and chats with them in a very special atmosphere. In addition, strengthening Experiential Marketing, we wanted the children to take home a small gift by playing a fun game to win it.
Interactive Art Paintings
The art revolution arrives at Plaza Norte 2 Shopping Centre. For the first time in Spain, the Art Revolution Exhibition is being showcased: an impressive exhibition of paintings that come to life in the presence of visitors. As a result, it creates a unique, original and incredible experience that everyone should enjoy.
Terrifying Halloween
Come and celebrate a terrifyingly different Halloween at Parque Alegra Shopping Centre in San Sebastián de los Reyes, Madrid. Spectacular Mexican skulls will be waiting for you there so you can take your best selfies. In addition, from the 29th onwards, do not miss the visit from the zombies with their giant pumpkin.
Sesame Street School
Different spaces with a variety of activities, featuring more than 40 m² of interactive action. Enjoy the Sesame Street School in shopping centres, designed for children and families.
Giant Ball Pool
In this impressive giant pool with more than 14,000 balls, the idea is for participants to enter it and, within a set time, find the prize or prizes hidden inside. This creates a dynamic, exciting activity suitable for all audiences.
Scratch and Win Game
Enjoy the Scratch and Win game at Alcalá Magna Shopping Centre. From 15 to 23 October, you can win fabulous prizes in the easiest way. So don’t think twice and come along — there is always something to scratch.
Super Back to School
The Super Back to School is a fun and original experience in which everyone visiting the centre was able to enjoy an activity where technology took centre stage. In front of a huge screen of almost 10 m², customers had to move quickly in order to win the different prizes on offer. Thanks to the motion sensors installed, the experience was extraordinary, as well as 100% safe. In short, an absolute success in terms of participation and, above all, fun.
Play Christmas Online
We want everyone to have the chance to receive a gift this Christmas, so we have created this exciting game. First, we place the ball on the side, then press the button so the ball flies off and… good luck! The ball will bounce off the different pegs before landing in one of the slots at the bottom. In each of them, there will be different balls containing the prize slips.
INCLUDES: SPACE DESIGN, SET-UP/DISMANTLING OF THE ENTIRE TURNKEY ACTIVITY, HIRE OF THE ACTIVITY FOR 30 DAYS, STAFF INCLUDED (1 HOSTESS) AND DATABASE CAPTURE INCLUDED. GIFTS NOT INCLUDED.
Zombies in Shopping Centres
Performance by actors with a mobile pumpkin measuring 2 metres in diameter, plus a cart with light and smoke effects. An impactful activity, ideal for Halloween campaigns.
Request more information about zombies and Halloween events.
Book Exchange Stand
Design of an event consisting of the installation of a book exchange stand for Barnasud Shopping Centre, to mark Sant Jordi’s Day. In a small but welcoming space, we have more than 600 different titles to help visitors find the perfect book.
Summer Game
Summer Game, a fun game in which all customers at AreaSur Shopping Centre in Jerez de la Frontera can win original prizes to enjoy a fabulous holiday. It is a successful experience that hundreds of people have already enjoyed.
Punto Singular: marketing experiencial y organización de eventos en centros comerciales orientados a público familiar e infantil.
Classic Vehicle Exhibition
Crazy Bus
The Crazy Bus event is being held at Plaza Loranca 2 Shopping Centre in Fuenlabrada from 7 to 12 September. This year, we wanted back to school to be more fun than ever at this shopping centre. Driving their own remote-controlled bus, each child can get to school by crossing bridges, going through tunnels and travelling along rocky paths. It is a fun experiential marketing experience for the whole family.
When I Grow Up I Want to Be…
Barnasud Shopping Centre
Football Masters
Campeonato para obtener la copa del mundo de fútbol. Incluye efectos de iluminación y sonido en cada gol. Cuanto más pequeño sea el agujero de la portería, más puntos se consiguen, lo que convierte la actividad en un reto constante.
Shows
The most entertaining, original and high-quality performances developed by professional artists. Musicians, stilt walkers, singers and all kinds of outstanding shows and performances designed to energise shopping centres and public spaces.
Events in Shopping Centres
Vilamarina Shopping Centre
La Maquinista
Shopping Centre
Diagonal Mar
El Triangle
Equinoccio
Finestrelles
Glòries
Heron City
Islazul
La Fira de Barcelona
La Roca Village
La Vital
Màgic Badalona
Maremagnum
La Vaguada
Montigala
Nassica
Nuevo Centro
Parc Vallès
Parque Alegra
Parquesur
Plenilunio
Sant Cugat Shopping Centre
Splau Shopping
Thader Centro Comercial
Tres Aguas
All proposed activities are suitable for incorporating the throne within them, should you wish to integrate both services.
All designs are open to changes and adaptations according to the centre’s needs and desired image.
The proposals in this document are examples of the type of activities that can be developed. Should you have any other idea, please do not hesitate to request it from us.
However, for an event in a shopping or leisure centre to be successful, Experiential Marketing must be taken into account. This discipline is a marketing strategy that seeks to create memorable and exciting experiences for consumers. In the case of shopping and leisure centres, it involves designing unique experiences for visitors that go beyond simply purchasing products.
Themed Events
One of the most effective ways to use experiential marketing in shopping and leisure centres is by creating themed events. These events can be based on festivities such as Christmas or Halloween, or on specific themes related to fashion, technology or culture. Designing a themed event attracts a specific audience and creates a festive and exciting atmosphere.
Thanks to this type of proposal, a shopping centre or leisure space is transformed into a unique and memorable experience. In addition, themed events open up a wide range of creative possibilities and encourage more direct and personal interaction with the target audience.
Benefits of Themed Events
The benefits of themed strategies are very varied. Firstly, creating themed events makes it possible to segment the audience. It is possible to attract people with specific interests, thereby creating an engaged and passionate audience. This specialisation not only strengthens the relationship with customers, but also increases the chances of loyalty and improves sales.
Likewise, the festive atmosphere surrounding these events creates an exciting and contagious environment. People feel inspired and motivated to take part, which generates positive word of mouth and a stronger presence on social media. All of this translates into increased footfall and greater visibility for businesses within the shopping centre.
In short, experiential marketing applied through themed events is a highly valuable resource for shopping centres and leisure spaces. The ability to captivate specific audiences and create unforgettable experiences makes this strategy an essential choice for those who want to stand out in such a competitive market.
Interactive Spaces
Another way to use experiential marketing in shopping and leisure centres is by creating interactive spaces. These spaces can take the form of games, virtual experiences or any other activity that allows visitors to interact with the brand or product. Developing an interactive space creates a unique and engaging experience for visitors, increasing their interest in the brand or product.
This type of space covers a wide variety of creative concepts. From games that pose physical and mental challenges to immersive Virtual Reality experiences that transport participants to other worlds, the main objective is to surprise and captivate the audience. In this way, an experience is created that remains in the memory and establishes a lasting connection with the product or service being promoted.
Furthermore, creating an interactive space provides a highly effective platform for communicating brand values and the benefits of products or services. Through playful activities and immersive experiences, key messages can be conveyed in a much more engaging and memorable way than by using traditional advertising channels alone.
Collection of Participation Data
A key aspect of interactive spaces is their ability to collect participation data. By measuring visitors’ engagement and reactions, brands obtain highly valuable information to personalise their future marketing strategies. This data makes it possible to adapt product or service offers to the audience’s preferences and thus improve the return on advertising investment.
Thanks to the use of interactive spaces in shopping centres and leisure areas, a solid strategy is created for brands that wish to stand out in the competitive experiential marketing landscape. These spaces are highly effective for building lasting relationships with consumers, communicating relevant messages and collecting valuable information for continuous improvement.
Likewise, it is worth highlighting corporate social responsibility events, which help preserve our planet and the environment while adding an ethical component that is highly valued by the public.
Influencers and Celebrities
Influencers and celebrities have become undisputed protagonists within the experiential marketing strategy of shopping centres and entertainment areas. Incorporating these popular figures into events and promotions can be a highly valuable formula for attracting new customers and raising the profile of a shopping or leisure space.
The presence of an influencer or celebrity at an event generates great interest among their followers and fans. The possibility of meeting their idol in person, taking photos and, in some cases, interacting directly with him or her creates an atmosphere of excitement and anticipation. As a result, attendance at the event and the visibility of the shopping centre or leisure area increase significantly.
Promote a Website or Products on Social Media
The influence of these popular figures on social media should not be underestimated. Exposure through their platforms can reach thousands or even millions of people in real time. A simple post, story or video shared by an influencer or celebrity can introduce the event to audiences who would otherwise not have heard about it.
In addition, collaborating with influencers and celebrities offers an excellent opportunity for content creation. The interaction between the popular figure and the shopping centre or leisure area often results in authentic pieces of content that are of interest to the audience. This not only strengthens the relationship between the venue and its audience, but also increases social media interaction and community participation.
In conclusion, attracting the right influencers and celebrities for each type of event and promotion is a highly effective strategy for bringing in new customers and increasing the visibility of shopping centres and leisure spaces. These figures provide charisma and authenticity, qualities capable of attracting large numbers of people and generating a significant impact on the venue’s online presence. Experiential marketing benefits enormously from this type of collaboration.
Keys to Creating Experiential Marketing Events
Experiential marketing in shopping and leisure centres has become a key strategy for attracting and retaining customers. By creating themed events, interactive spaces and involving influencers and celebrities, exciting experiences are generated that make the public feel connected to the brand or product being promoted.
Furthermore, this discipline is not limited solely to encouraging product purchases. It also focuses on creating moments that provide added value. For example, it is possible to organise an event that combines shopping and entertainment, such as a food fair or an art exhibition. In this way, a welcoming and festive atmosphere is created, encouraging customers to feel comfortable and enjoy the time they spend there.
Bespoke Event Experience
Another way in which events in shopping and leisure centres can use experiential marketing is by personalising the customer experience. A good example is organising an event where attendees can personalise a product to their liking, such as a T-shirt or a bag. This active participation creates a sense of ownership and commitment to the product, which translates into greater brand loyalty.
In general terms, experiential marketing in these spaces is focused on designing unique and exciting experiences with the aim of attracting and retaining customers. This creates a positive and appealing environment that encourages visitors to spend more time in the shopping centre or leisure area. In a context of increasingly intense competition in the world of retail, this strategy becomes an essential tool for standing out and differentiating oneself in the market.
Summary of Experiential Events
Shopping and leisure centres are ideal venues for holding events. However, for these activities to be successful, it is essential to apply experiential marketing strategies that create memorable experiences for visitors. When this objective is achieved, interest, visibility and the ability to attract new customers all increase.
Each experience must be memorable and different, as this encourages loyalty and recommendations among the public. Experiential marketing has become the cornerstone of success for shopping centres and leisure areas today. Being able to design unique experiences that attract visitors of all ages and tastes is what turns a shopping centre into their preferred destination. In short, investing in experiential marketing strategies remains one of the best decisions for maintaining competitiveness in these spaces.
Examples of Events in Shopping Centres in Spain
