Mall of America sees success with Black Friday QR campaign, looks toward Christmas for next foray into mobile marketing

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Mall of America Black Friday QR Code Scanning
Black Friday has come and gone and the Mall of America in Minnesota welcomed a record breaking number of shoppers at their midnight opening. The mall saw some 15,000 shoppers cross its threshold during the early hours of Black Friday and an additional 81,000 by 10 a.m. When the dust cleared and Black Friday had finally ended, more than 200,000 visitors had come to the mall, breaking the shopping center’s record from last year. To mark the occasion, the mall had instituted a QR code campaign and contest, in which 300 shoppers participated.

The campaign was launched early Thanksgiving Day. QR codes appeared throughout the mall at a number of stores. When scanned, those with smart phones were entered into a contest to win $30,000 in prizes and cash. Shortly after the contest was launched, 100 people had already entered. The campaign was part of the mall’s efforts to see how viable QR codes were in a retail environment, hoping that throngs of tech-savvy consumers would take notice.

While the results of the campaign may be somewhat underwhelming when compared with similar campaigns coming from other retail companies, officials with the Mall of America are satisfied with what they have seen. The mall has plans to expand its use of QR codes during the Christmas season in hopes of drawing more attention to mobile marketing campaigns and to take advantage of the fervent shopping season.

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