Dixie Outlet goes ‘wild’ with VR

Mississauga discount mall aims to woo shoppers with VR Adventure Lounge

Dixie Outlet Mall - VR Lounge-2Dixie Outlet Mall is using virtual reality to attract back-to-school shoppers.

From Aug. 12 to Sept. 4, the Mississauga, Ont. mall is hosting the VR Adventure Lounge, featuring the new Samsung Gear VR. Each week, the lounge will offer a different adventure theme including underwater exploring, jungle safari and “thrills and chills.”

Cristina Avila, marketing director at Dixie Outlet Mall, said the objectives were to expand the mall’s customer base and offer current customers a new experience.

“We’re close to downtown Toronto, so we wanted to attract more of those Torontonians east of Mississauga who can easily come over to Dixie Outlet Mall and take advantage of amazing deals,” she said.

“[Secondly], we love our existing customers and we know what appeals to them. They love new experiences, they love capturing deals, and they love free stuff. We wanted to complement their daily Dixie Outlet Mall shopping experience with something new and exciting, and just really wow them.”

The idea behind the adventure theme is that after shoppers have a wild experience with the technology, “they’ll come to realize all the amazing wild things they can find at the mall,” said Avila. “And when we refer to wild, it’s usually the savings.”

To promote the Adventure Lounge, Dixie Outlet Mall is running digital, out-of-home, radio and print advertising, developed by London, Ont.-based Red Rhino. Ashton Marcus Public Relations is handling PR including a media event on Aug. 10. On Aug. 12, The Edge 102.1 will do a live radio remote at the lounge from 2 pm to 6 pm.

To encourage new visitors from downtown Toronto, Dixie Outlet Mall has partnered with transportation services Uber and Enterprise Autoshare. New Uber users can use a promo code to receive $15 off their trip to the mall, and members of Enterprise Autoshare will have access to dedicated parking spaces.

All VR Adventure Lounge guests will be entered into a draw for a chance to win a $500 back-to-school shopping spree at the mall.

Add a comment

You must be to comment.

Brands Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs