CASE STUDY

Window Wonderland Sweepstakes: Redefining Experiential Retail During a Pandemic

Overview

The Outlet Resource Group (TORG) launched the Window Wonderland Sweepstakes to reimagine holiday retail engagement across seven outlet centers nationwide. In partnership with 3DWD, Funnel Design Group, and SLM Consulting, TORG transformed vacant storefront windows, previously impacted by pandemic closures, into multi-level, interactive 3D displays, transporting shoppers virtually to Paris, London, and a mystery Alpine destination. Designed to blend in-person engagement with digital interaction, this innovative campaign allowed customers to explore iconic locations without leaving their hometown, using QR-enabled technology, virtual animations, and gamified social contests to drive both foot traffic and online engagement, all while meeting pandemic safety protocols.

The Approach

At its core, the Window Wonderland Sweepstakes was an omni-channel activation designed to connect with shoppers across multiple touchpoints:

  • Email & SMS Campaigns: Regular email and SMS reminders kept customers engaged throughout the promotion, sharing updates on contests, new prizes, and shopping incentives.

  • Social Media Amplification: Organic and paid posts promoted the campaign, with UGC featured prominently to encourage participation and expand reach.

  • QR Code Integration: QR-enabled displays bridged the physical and digital, driving data capture and expanding CRM-based loyalty programs via Coniq.

  • On-Site Activation: The festive window displays enhanced the physical shopping experience, providing photo opportunities and gamified interactions to keep customers engaged.

This seamless cross-channel coordination ensured that customers could interact with the campaign through their preferred channels, driving both in-store visits and online engagement.

Innovation & Execution

This activation was the first of its kind, turning empty retail windows into multi-layered experiential installations. The campaign’s innovation lay in its ability to blend immersive experiences with customer interaction in a way that respected pandemic safety protocols while still capturing the magic of holiday shopping. Through 3D-designed holiday scenes, shoppers were invited to participate in two key ways:

  • Pose. Post. Play: Customers posed in front of the holiday-themed displays, shared photos to social media using hashtags like #posepostplay and #LetsGetOutlet, and entered weekly drawings for prizes. This encouraged user-generated content (UGC), amplifying the campaign’s reach organically.

  • Pick. Scan. Play: Shoppers scanned QR codes integrated into the displays to access virtual animations and enter for larger prizes, including $500 shopping sprees and a grand-prize travel package to one of the featured destinations. This interactive feature also allowed outlet centers to collect valuable customer data for email and loyalty programs.

Harnessing the Power of Retail Associates

Recognizing the importance of retail associates as key ambassadors for the shopping experience, TORG integrated a dedicated employee participation element into the campaign. Store employees were invited to post their own photos with the displays on personal social media channels, creating additional UGC and generating enthusiasm from within the retail community.

The inclusion of employee contests was designed not only to boost morale after months of closures but also to leverage associates’ value in connecting with customers. Participating stores were eligible to win catered meals, and individual employees could earn $100 gift cards. This approach transformed employees into engaged advocates for the campaign, extending its reach organically and fostering stronger team engagement across each center.

Results & Metrics

The Window Wonderland Sweepstakes delivered impressive results across multiple channels:

  • Increased foot traffic across all seven outlet centers, despite pandemic-related challenges.

  • 20% growth in user-generated content as customers and employees actively shared their experiences online.

  • 15% increase in social media following across participating centers’ channels.

  • 25% growth in email subscribers and loyalty program enrollments, driven by QR code engagement and contest participation.

  • Positive employee feedback, with high participation in the internal contests boosting morale and engagement within retail teams.

Conclusion

The Window Wonderland Sweepstakes demonstrated how experiential retail can evolve to meet new challenges, turning limitations into opportunities. By creatively repurposing vacant windows into immersive, touchless experiences, TORG successfully bridged digital interaction and in-person engagement. This activation was more than just a holiday promotion—it was a case study in how innovation, strategic partnerships, and community involvement can transform retail spaces and connect with customers in meaningful ways.