Intu get immersive during Rugby World Cup
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The Rugby World Cup is proving a massive hit with on-line and in-store customers of intu branded shopping centres.
In partnership with MasterCard, intu, is leveraging its size, scale and national brand to great effect throughout the tournament with on-line and in-centre events, attractions and a game app. A week after launch, the captivating game app had been played more than 60,000 times bringing fun to customers and more business to retailers.
Trevor Pereira, commercial and digital director of intu, said: “Rugby World Cup 2015 is a great opportunity for the diverse strengths of intu to come together to surprise and delight all our customers. They can join the fun in our shopping centres, at home or on the go. With prizes available when customers pay using their MasterCard, all our retailers, restaurants and leisure operators can benefit too.”
Called ‘Kick the Ball’, the mobile game app works on Apple and Android phones. Customers score points by playing an engaging on-screen game. The player with the highest score will win an all-expenses paid trip to Rugby World Cup 2015 Final, courtesy of MasterCard. Other prizes include tickets for matches and intu gift cards.
Customers who spend using a MasterCard at any retailer, restaurant or leisure facility at an intu shopping centre during Rugby World Cup 2015 can enter a draw on intu.co.uk to win a £1,000 shopping day or tickets for matches of the tournament.
intu shopping centres in host cities, such as in Newcastle, Milton Keynes, Manchester, London and Birmingham, are decked out in ambient media adding to the interest in local matches. At Manchester’s intu Trafford Centre and Glasgow’s intu Braehead, Match Zones bring the excitement of the stadium to the shopping centre with giant screens in the malls showing key matches live. At intu Braehead, artificial turf brings the pitch to the Match Zone spectator.
At both centres, customers wearing national rugby kit are in with a chance of receiving an intugram containing free match tickets. intugrams are golden envelopes handed out as random acts of kindness throughout the year at all intu centres containing, for example, a voucher for free coffee or a free car wash.
Some 10,000 limited edition intu gift cards have been produced with special Rugby World Cup 2015 images. intu gift cards, which can be used for virtually any purchase at any intu shopping centre, prove highly popular for customers across the year and, most especially, at Christmas time.
More than half the UK population visits an intu shopping centre each year. With Rugby World Cup 2015 running until the end of October, millions of intu customers still have plenty of time to join in the activities, on-line and at intu shopping centres, and win memorable prizes.
