Dive Brief:
- Simon Property Group launched a 3D holographic ad network at 30 of its malls, the company announced Wednesday. The partnership, alongside Hologram Media Network and Proto Hologram, allows shoppers to engage with 3D experiences without headsets or outside equipment, unlike conventional anamorphic screens.
- Viewers engage with the holograms for 24 seconds on average, according to the companies. The augmented reality experiences also featured on the displays have garnered a 35% click-through rate from thousands of customers in the campaign's first two weeks.
- Proto Luma devices, which the ad network is built on, are currently located at Simon malls in Los Angeles, New York, Atlanta, Chicago and Nashville, Tennessee. HMN plans to deploy 150 units by the end of the year.
Dive Insight:
Simon, a major player in retail real estate, is tapping into interactive advertising to engage consumers and draw more shoppers in stores. The addition of Proto Luma devices is another way Simon is capitalizing on campaigns and tech focused on improving the customer experience.
Simon launched a campaign in October aimed at Gen Z, tapping content creators in hopes of bringing the youth to shop in its physical malls. The “Meet Me @themall” advertising campaign partnered with over 250 mall-loving influencers while leveraging Gen Z’s love for ’80s and ’90s nostalgia.
“I couldn't be prouder of our marketing efforts,” CEO David Simon said on the company’s Q4 earnings call Tuesday. “They're very digital, they're very fun, they use new media in a lot of ways. And I just expect more and more. And more importantly, we're seeing return on investment and we've got the data to prove that.”
HMN and Proto host monthly live events on the hologram devices alongside celebrities, influencers and ambassadors with opportunities for interaction and keepsakes. In December, the tech featured content surrounding Paramount Pictures' “Sonic the Hedgehog 3” movie. Shoppers scanned a QR code to unlock an AR scene with characters from the franchise as a photo opportunity.
This month, the device will feature 3D interactions based on Sony Pictures' “Paddington in Peru” movie.
Simon has previously leaned into tech functionalities for its malls and in an attempt to improve the shopper experience. In November 2023, the group introduced an AI-powered shopping tool for the holidays dubbed the HolidAI Gift Finder experience. Available at both a New York and California property, the tool incorporated ChatGPT to help customers find gifts while searching through the Simon database of retailers.
As it looks to reach more young people in its locations, Simon is taking a chance on properties it already owns,. After years of focusing on its A malls, the company this week said it plans to upgrade B malls, outlets and mills, adding tenants and filling empty spaces
