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example of midcity shopping centre campaign

Countdown to Christmas – Instagram Competition

An Instagram competition engaging and rewarding customers at MidCity, and incentivising shoppers to visit the centre over Christmas.


MidCity Shopping Centre, located in the heart of the Sydney CBD, asked Innuendo to develop a fun digital campaign that would increase their Instagram following, promote retailers, and incentivise the shoppers to visit the centre over the Christmas period.

‘Countdown to Christmas’ was a product-driven visual advent calendar Instagram competition hosted on Instagram. It gave users the chance to win a share in over $2,400 worth of MidCity gift cards. Ultimately, the campaign would entice users to engage with the posts to enter the competition, and subsequently visit the centre.

With direction from the MidCity Stylist, Jo Hombsch, the online competition saw 24 beautifully photographed flat lay images published across 24 days, made up of 60 products. Users were presented with a daily question about the featured product, and each day the most inventive entry would be selected to win the value of that featured product.

During the campaign period MidCity received great organic reach through use of the Instagram tagging function. The curated posts had over 532 comments and 1,502 likes, all of which contributed to an increase in Instagram followers of more than 27%.

To speak to our Instagram expert, Jess, about how an Instagram competition like this could work for your brand, call us on +61 2 9151 4879

Or just shoot her an email.