'Winterlicious' was held in the month of December 2013 with aim to generate a buzz around promotional winter events taking place at Ambience Mall, Gurgaon. The voice of the campaign was 'Snowie' (The Winterlicious Mascot), whose personality, expressions & props were used to push out content related to current affairs, special days & event related updates . The campaign was divided into 4 parts namely, 'Hello Winter', 'Fashion Freaks', 'Chocofest' & 'Party Poppers'. Social media posts, tweets & contests were the primary promotional channels used to generate a hype around the events.

1. Social Media Campaign
Ambience Mall – Gurgaon
(Time Duration – 30 days)

2. The
Campaign
1st Dec 2013 – 1st Jan 2014

3. About Ambience Mall, Gurgaon
Ambience Mall, is an apogee of lifestyle distinction,
offering unprecedented scale in terms of size and
unparalleled retail mix combined with the
entertainment and leisure attractions.
Ambience Mall - Gurgaon is the largest operational
shopping mall in India, with one kilometer of
shopping experience on every floor.
The mall offers a wide range of facilities including
Premium international and domestic retail brands,
Hypermarket, multiplex cinema, Restaurants and
coffee shops, Food court, Car showroom, Fitness and
meditation centre, Beer garden, Bowling alley, Kids
play zone, Recreational zone etc.

4. Social Media Platforms
Facebook
Twitter

5. Objective
- Promote & drive awareness about in-mall Winter events at
Ambience Mall, Gurgaon.
- Increase in Twitter followers and engagement.
- Increase fan base & engagement on Facebook

6. Campaign Mascot
‘Snowie’ was the Central character and the voice of the brand during this campaign.
Using his clothing & props the theme of the week was displayed as per the events taking
place at the mall.
Examples are as below:
Choco Fest
Fashion Freaks
Party Poppers

7. In-Mall Events
Duration: 3 days (Friday, Saturday & Sunday of each week in December)
Promotions: 4 days of social media promotions took place which included – Posts, Tweets
& Contests.
The Hello Winter was an exhibition held at
the mall with stalls selling all winter
clothes and essentials
The Fashion Freaks was a bazaar at the
mall with stalls selling outfits for New
Years Eve.

8. In-Mall Events
The Choco Fest bazaar had stalls selling
various types of chocolates and a live
chocolate fountain.
The Party Popper was an exhibition with
stalls selling decorations, masks etc for
New Years Eve.

9. Cover photo
The cover photo was changed every week with the theme & logo of the event.
Hello Winter
Choco Fest
Fashion Freaks
Party Poppers

10. Facebook Content Planks
One post a day
• Event Promotion
• Interactive
• Contest Promotion
• Current Affairs
• Special Days

11. Event Promotion Post
Caption:
#Winterlicious presents to you the ‘Fashion Freaks’ Bazaar.
Are you looking for the perfect New Year’s Eve outfit?
It’s waiting just for you at the Fashion Freaks bazaar at Ambience Mall, Gurgaon.

12. Interactive Posts
Caption: #TeaTimeBreak
HINT: We found 6 differences, what about you?

13. Contest Posts
Caption: #ContestAlert

14. Special Day Posts
Caption:
Take the lead and pledge your support for ‘World Aids Day.
Stand up. Make a difference. 'Like' to show your support

15. Current Affairs Post
Caption: Vote today. Make your voice be heard. (Delhi elections)

16. Twitter Contests
• #HelloWinter
• #FashionFreaks
• #ChocoFest
• #MyNewYearResolution

17. Twitter Contests
#ChocoFest

18. Twitter Contests
#MyNewYearResolution

19. Campaign Results

20. Prepared by

21. Thank you!