Case Studies »
Immersive & Integrated Marketing Campaign
Creating a K-Pop Destination Experience
Where:
Castle Quarter, Norwich
Deliverables:
- Event strategy, planning & delivery
- Creative campaign development
- Social media & content
- Digital advertising
- Website & event promotion
- Charity partnership & fundraising
- On-site event activation
The Results
23,897 Event Day Visitors
+47% Above Average Wednesday Footfall
12,098 Event Page Views
+1,044% Social Media Engagement
The Task
Castle Quarter wanted to create a major May half-term event that would drive footfall, generate excitement and give families a reason to make a dedicated trip to the centre.
But this wasn’t about simply putting on another event. The ambition was to create a genuinely immersive K-Pop experience – bringing together entertainment, interactive activities and plenty of opportunities for visitors to get involved, take photos and share their experience.
The campaign also needed to deliver against clear objectives around footfall, digital engagement, website traffic and charitable fundraising.
The Solution
We transformed Castle Quarter into a K-Pop destination for the day, creating a packed programme of free experiences that kept visitors entertained from 10am to 4pm.
At the heart of the event was a live mini concert featuring Huntr/x from K-Pop Demon Hunters. Two performances combined live entertainment with dance moves, audience participation and meet-and-greet opportunities, giving fans the chance to get up close and create their own K-Pop moment.
The experience continued throughout the centre with a silent disco, face glitter, glitter tattoos, hair braiding, K-Pop dress-up and photo opportunities. More than 300 children had their hair braided, over 500 took part in glitter activities and more than 600 visited the dress-up and photo area.
We also gave visitors a reason to share the experience online, with a social media competition offering the chance to win £50 to spend at their favourite Castle Quarter destination. This helped generate user-generated content and extend the campaign beyond the event itself.
Tenants were brought into the campaign too, helping to turn the whole centre into part of the experience. Itaewon marked the opening of its expanded store with 100 goodie bags, Starbucks created themed drinks and window displays, and Wed2B, YMCA and other retailers embraced the K-Pop theme with their own displays.
The event also supported Norfolk and Waveney Mind, with donation points and QR codes positioned throughout the centre. Visitors raised £385 for the charity, comfortably exceeding the £200 target.
Behind the scenes, an integrated digital campaign supported the event across social media, the website, email, paid advertising and PR. With just £100 spent on Meta advertising, the campaign reached approximately 17,500 people, while the event page attracted 12,098 views – making it the highest-performing page on the website during the promotional period.
The result was one of Castle Quarter’s biggest post-Covid events, attracting 23,897 visitors on the day – 47% above the average Wednesday. Social media engagement also increased by 1,044% during the campaign.
By combining a strong event concept with integrated marketing, tenant participation and plenty of opportunities to get involved, we turned Castle Quarter into more than a place to shop. For one day, it became a destination for K-Pop fans, families and the wider community.
