Beyond the Ordinary

    CrossIron Mills, 2009


    Cross Iron Mills was soon to make its grand appearance in Alberta, Canada. A shopping paradise, literally amidst the cornfields, was touted as a destination that is "beyond the ordinary". We extended this concept into a user generated photo-contest centered around moments that are more than ordinary.


    The client needed to promote the Cross Iron Mills destination in a non-traditional way to the residents of Alberta, Canada. Viewers needed to feel empowered to participate and register for this promotion.


    A user generated photo contest where entrants submit their "Beyond the Ordinary" moment fit the theme of the promotion. Drawing on the user generated content, the photo contest created social buzz by encouraging the family and friends of the participants to visit the Web site and register to vote for their entry.


    The traffic increased significantly beyond the client's expectations leading them to add a second phase to the contest that awarded another round of prizes.


    Panzano & Partners