Harbour City goes all out with Pixar-themed event luring over 100k visitors

Harbour City has launched a Pixar event to drive footfall and amuse visitors with the use of its spacious layout and interactive elements. 

Riding on the worldwide hit of Pixar movies, Harbour City joined hands with Disney and Pixar to bring Hong Kong's first Pixar Fest. Aimed at bringing customers on a multi-dimensional journey, the mall has fully utilised its spacious advantage with the backdrop of Victoria Harbour, created various movies-themed photo spots at every corner and a series of online and offline interactive activities including AR check-ins incorporated in its mobile app Harbour Cityzen. To keep the customer-generated content and maximise organic shares, Harbour City is releasing weekly new surprises to customers, such as limited-edition souvenirs and exclusive products during the seven-week event period. The management of the mall said, to date, the number of participants has exceeded 100,000, helping boost traffic and increased sales in the mall.

Harbour City has leveraged the spacious layout of the mall, installing 12 photos spots at every corner across different zones and levels. For example, the iconic 5.2-metre-tall Pixar Ball and Lamp has been installed at Ocean Terminal Deck, while enlarged versions of Pixar movies characters has been set up in the atrium. Apart from taking pictures on-site with movie characters’ statues, Harbour City has selected five AR check points. By using the mobile app Harbour Cityzen, customers can experience “AR Fun” in the onsite installations.
Also, to keep the momentum of customers during this seven-weeks mega event period, Harbour City has launched the weekly flash surprises. For example, 12 new commemorative embossed stamps featuring Pixar characters’ images and exclusive products were rolled out in late July, while 4,000 limited-edition gold coined was launched in early August.
Harbour City has also created a series of interactive activities, including an online game connecting the reality and virtual landscape across offline and online platforms. Customers can create their own little Soul and share it on social media platforms. The mall has partnered with booking platform KLOOK for online pre-registration of Pixar’s movies and shorts to promote the mega event to targeted audiences with its big data too.

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