This summer, Bristol is abuzz with excitement as residents and visitors try to track down 60 special edition Wallace, Gromit and Feathers McGraw sculptures across the city.
It’s all part of Gromit Unleashed 2 – the second annual sculpture trail from Aardman Animations‘ charity partner, The Grand Appeal, who raise money to support the amazing work that goes on at Bristol Children’s Hospital.
We were especially delighted to find that The Mall at Cribbs Causeway was chosen to host 3 of these brilliant sculptures, as well as the brilliant Gromit Unleashed store - the only place to buy all the official Trail merchandise.
So together with our lovely Cribbs clients, we set about exploring how digital could support the trail and get as many shoppers as possible at The Mall involved in this great cause.
Our cunning plan was worthy of Feathers McGraw. A mini statue of the notorious criminal disguised Feathers as a naughty schoolboy - a masterstroke in school uniform buying season.
We made him the basis for our #FindFeathers campaign, and planned a series of hideouts at different spots in The Mall throughout July and August.
Hints and clues to his whereabouts are released on Facebook, Twitter and Instagram to help shoppers track him down. Once they’ve found him, they can submit a report of their sighting on The Mall’s website for the chance to win a £100 gift card.
With a new hiding spot every week, loads of retailers have joined in the fun. And for kids, there’s a chance to join Feathers in a line up of ‘The Unusual Suspects’ upstairs at The Mall – a great summer holiday photo opportunity.
To find out how your business can profit from the limitless possibilities of digital, talk to Bertie.