Marketing Tactics

New York -- DreamWorks Animation is looking to bring a little bit of Hollywood magic to the nation's shopping malls. The film studio has developed a high-tech Santa Claus  experience, billed as "DreamHouse," that it hopes to roll out to malls for the holidays, with two developers, Forest City and General Growth Properties already buying in, the New York Times reported.
    

St. Louis -- Indoor retail mapping platform Aisle411 will provide indoor mapping services to Indianapolis-based Marsh Supermarkets. The retailer seeks to improve the shopping experience for its customers by leveraging the navigation platform via its new Marsh App.

Irvine, Calif. - Baja Fresh is piloting a solution from Sparkfly that will allow it to launch promotions through Google Search, Facebook, Yelp, Opera Mediaworks and UberMedia, and assess the effectiveness of each individual channel with real-time redemption data. Leveraging the technology from the Sparkfly platform, the campaign includes information on basket size and individual items purchased.

Short Hills, N.J. — Visit Machu Picchu in Peru at The Mall at Short Hills this summer. In partnership with PromPeru: The Commission on the Promotion of Peru for Export and Tourism, The Mall at Short Hills will feature Peru-themed promotions from June 13 through July 10.

Highlights include:

An interactive exhibit of Machu Picchu: The centerpiece of the effort is a 20 X 30 ft. exhibit of the fabled Machu Picchu, the Incan citadel named one of the New Seven Wonders of the World in a 2007 international Internet poll.

New York — M-A-C Cosmetics has signed a long-term lease at 853 Broadway in Manhattan’s Union Square, according to The Feil Organization, the building’s owner and manager. RKF represented M-A-C in the lease negotiations. The retailer plans to open in time for the 2014 holiday shopping season.

M-A-C will occupy a space on the ground floor and project a two-level storefront plus 14 ft. of frontage along 14th Street, giving it excellent visibility.

BJ's Wholesale Club has renewed and expanded its in-Club advertising contract with IZ-ON Media, a digital media company specializing in in-store shopper marketing services.

For the past three years, IZ-ON Media has provided content programming and delivery, network operations and advertising sales for the BJ's HDTV Network. According to the renewed and expanded deal’s terms, IZ-ON Media will also represent the BJ's In-Club Radio Network.

CloudTags, an emerging omnichannel marketing technology company, has partnered with in-store analytics market leader Brickstream to create a comprehensive in-store data platform capable of analyzing physical store intent and behavioral data.

During the World Cup, Bud Light will donate to the Hispanic Scholarship Fund for each goal scored, up to $250,000. Though Budweiser is the official Beer of the World Cup, 2014 is the first year that Bud Light has been a partner of the month-long event.

"Integrating our sponsorship with education is at the core of our company values,” Bud Light Brand Manager Miguel Nigrinis said. “It's a winning recipe for Latinos that aspire to hold a university degree.”

CEOs from top CPG companies gathered in Paris this week for a meeting of the Consumer Goods Forum where the board voted on a set of common sense initiatives related to health and wellness.
 
The Forum’s board of directors reaffirmed its commitment to the implementation of its Health & Wellness Resolutions published three years ago and said it was committed to leading the industry on several specific fronts, including:

Plano, Texas -- Garden Ridge announced that it is investing $20 million to rebrand all of its stores to the At Home brand.

"Our new name, At Home, better reflects our company's home décor heritage, as well as our aspirations for the future. By aligning our in-store transformation and merchandise offerings, the new brand best positions us to succeed as we move forward with our expansion strategy," said CEO Lee Bird.