AT A GLANCE

• Activation Times: 10am-1pm

• Temp: 52° / 43°

• Conditions: Cloudy

• Who’s Most Interested:

  • Gender: Female

  • Age: Under 18, 35+

  • Demographic: Caucasian, Asian and Indian

• Other Considerations: Black Friday, Coach Store Protest

Quick Overview

While many were rolling out of bed with sleep still in their eyes and still stuffed with turkey, our energetic cast made their way to the Westfield Mall eager to experience the Black Friday excitement! Interest was high, as patrons were beside themselves at the sight of our team! Several remarked it was “such an amazing idea", and loved that Cirque was offering free wrapping on a shopping holiday! However, it did not seem like a lot of the people that were in the mall were there to shop. A lot of people in the packed mall were looking for something to do during their Thanksgiving break with family members.  The number of impressions was very high as we were able to get the attention of every passerby.  At one point during our activation, a group of 20 young adults protested the Coach store across the atrium from us by laying down in front of the store as a disruption.  This had an effect on the mall with onlookers, but seemingly little effect on us as we stayed consistent throughout our activation.

AT A GLANCE

• Activation Times: 3pm-7pm

• Temp: 52° / 43°

• Conditions: Cloudy with heavy rains

• Who’s Most Interested:

  • Gender: Male and Female

  • Age: Under 18, 35-55

  • Demographic: Caucasian, Asian and Indian

• Other Considerations: Black Friday, Heavy rains affected attendance

AT A GLANCE

• Activation Times: 1-4pm

• Temp: 55° / 45°

• Conditions: Mostly cloudy

• Who’s Most Interested:

  • Gender: Male and Female

  • Age: 25-35

  • Demographic: Caucasian, Asian and Indian

• Other Considerations: Being stationed near Santa’s Workshop created an increase in foot traffic

AT A GLANCE

• Activation Times: 12-5pm

• Temp: 55° / 48°

• Conditions: Cloudy skies

• Who’s Most Interested:

  • Gender: Male and Female

  • Age: 30-55

  • Demographic: Caucasian, Asian and African American

• Other Considerations: Area the team was stationed was quite dark/uninviting

Quick Overview

Arden Fair was one of the first treks to Sacramento that we had made. Much to the joy of our team, the space provided at the venue the largest that we had encountered! With the extra room, our team was able to spread out and cover a larger footprint in front of JC Penney’s. Unfortunately, during the five hour shift, our team did not find a lot of foot traffic circulating through the portion of the mall where we were set up. However, this didn’t stop our teams from spreading that Christmas magic the Cirque way! The tactic that we adopted was to leave our space and interact with more mall guests through the main throughway. In the throughway, our Clowns were able to interact with those who were carrying bags and boxes for wrapping as well as families with children who may be interested in seeing Amaluna. Despite the sunny and jovial dispositions of the cast members, the outside weather and low interior lights made the wrapping station noticeably dark. Another issue that we faced was strange because a large portion of mall patrons, despite our best attempts, did not believe that the gift wrapping was free. No matter how many times we would reassure them that this was something complimentary from Cirque du Soleil, they thought that we were going to sell them something. We had not seen this at other activations before, but it was apparent that this mall was not as luxury as a Westfield Mall.

AT A GLANCE

• Activation Times: 4-9pm

• Temp: 60° / 51°

• Conditions: Sunny

• Who’s Most Interested:

  • Gender: Male and Female

  • Age: Under 18, 30-55

  • Demographic: Caucasian, Asian and Hispanic

• Other Considerations: Nearby parade really brought high foot traffic/exposure, but limited number of gifts wrapped

Quick Overview

Christmas spirits were high, and our Clowns and Elves were eager to meet the joyful crowds at Broadway Plaza. The activation began promptly at 4pm, and our team was met with crowds rolling in as the Festival of Lights Parade preparations were nearing its ready point.  By 5pm the crowd began to grow and grow, much to the delight of our team, and by the time the parade started at 7pm there were over 1,000 mall goers in attendance for the parade and tree lighting. Interactions and engagement was bountiful, especially with the assistance of the Ticket giveaway. Continuously the ticket giveaway proved to be what was the largest draw for towards the gift wrapping booth. However, the gift wrapping booth was not the only surprise our team had in store for the patrons of Broadway Plaza. What a delight it was to see the marketed Amaluna Van making it’s mark during the Festival of Lights Parade! The van was met to huge reactions, including children rejoicing when the snow machine covered the crowds in synthetic bubble snow. By the end of the activation, everyone was buzzing with excitement about Amaluna, as well as our Christmas Clowns and Elves! As the parade came to a close, crowds quickly dispersed and our teams wrapped up- eager to return the next day!

AT A GLANCE

• Activation Times: 11-4pm

• Temp: 55° / 48°

• Conditions: Showers

• Who’s Most Interested:

  • Gender: Male and Female

  • Age: Under 18, 30-55

  • Demographic: Caucasian, Asian and Indian

• Other Considerations: Poor weather really affected the activations, though the location/energy was prime

Quick Overview

Rested and still buzzing with excitement from the parade from the night before, our Christmas Clowns and Wrapping Elves couldn’t wait to see what excitement awaited them again at Broadway Plaza! Unfortunately, it seemed the weather really was putting quite a damper on our plans. Due to high wind, our team found that setting up one backdrop with sandbags and another in the central parking garage was crucial. However, having faced rainy weather in previous activations, our team had ensured there was a rainy day plan. The Amaluna branded van once again made its appearance, which truly added that extra magical touch to the activation!  Despite the change in plans, reactions from the crowds were something even Santa himself would be proud! Everyone was excited by our team. The majority of people who were shopping for gifts were delighted by the teams’ hilarious antics and free gift wrapping. Even business people on their lunch breaks couldn’t help but be swept away by the excitement, inquiring if the team would still be there when they got off work. In fact, a large number of mall employees were eager to get their gift wrapped the Cirque way! While Gift Wrapping numbers were low here, it was not due to lack of interest but rather the low number of shoppers. Ticket giveaways continued to be a huge hit. In fact, there was this family who won tickets at the parade the night before and they said they were excited for the show also lending a loud “Mother Moon!” at the trivia.  The interactive and promotive nature of our activation was felt in the space and patrons were sad to see the team leave. However, our team reminded them, they could continue to experience the magic at the show!

AT A GLANCE

• Activation Times: 1-4pm

• Temp: 66° / 55°

• Conditions: Rain

• Who’s Most Interested:

  • Gender: Male and Female

  • Age: Under 18, 30-55

  • Demographic: Caucasian, Asian and Hispanic

• Other Considerations: Outdoor Location was rained Out, Anthropology allowed us space to wrap in their busy store.

Quick Overview

The rain continued into the next day, but nothing could dampen the spirits of our Christmas Clowns! Unfortunately, due to the rain, it was not a viable location for an indoor gift wrapping. With a quick conference between our team at MAMA, Molly and Kara, it was decided to go store to store per Christine’s OK and store manager approval. The first store was Nordstrom, where we were told the aisles were too small to activate that day, but was told to call back as they would love to have the team at a later date with some preparation. The next stop was Anthropology, where our tour manager was able to charm the store staff and convince them to let us set up INSIDE THEIR STORE, right by the front door! With the extra people we took off through the remaining stores interacting with patrons and employees alike. Our team impressed with their hilarious antics, including stopping for pictures and a movie shoot in the Telsa store, as well as trying on some spandex at Lululemon. Their presence immediately brought joy and wonder from the onlookers. To ensure shoppers understood the activation, given the departure from the booth, every performer roamed with both scratchers and fliers in hand. We did this through the entire mall and even took photos at Santa’s workshop with all of the kids. After a very fun and rewarding day, we packed our space and made it out of there a little soggy, but definitely leaving with a sense of accomplishment from promoting so personally!

AT A GLANCE

• Activation Times: 12-5pm

• Temp: 60° / 51°

• Conditions: Sunny

• Who’s Most Interested:

  • Gender: Male and Female

  • Age: Under 18, 30-55

  • Demographic: Caucasian, Asian and Indian

• Other Considerations: New placement due to previous feedback, which proved to be fruitful

Quick Overview

What a delight it was to return to Arden Fair! After feedback from the last visit at Arden Fair, our team was thrilled to find they had been stationed in a more centralized location near Santa and a three story marquee with Amaluna marketing all over it! (Thanks Molly & Caroline!) At this new location, our team had more engagement within the first 10 minutes then they had during the entire visit last week! Interactions were bountiful and remarkable! To capitalize on this mall wide joy, we took a page from Broadway Plaza and took a quick trip around the mall to further spark interest. This allowed us to reach those types of quick shoppers who are in and out, who couldn’t help but succumb to the Christmas Cheer! Meanwhile, the Wrapping Elves had consistent traffic with a lines of five or more waiting to get their presents wrapped. It was music to our ears to hear several patrons remarking they were excited for the show to come to the Sacramento area. 

AT A GLANCE

• Activation Times: 12-4pm

• Temp: 59° / 52°

• Conditions: Mostly sunny

• Who’s Most Interested:

  • Gender: Male and Female

  • Age: 30-55

  • Demographic: Caucasian, Hispanic and African American

• Other Considerations: We were the only gift wrappers in the entire mall

Quick Overview

Our team rolled into the new location, Vintage Faire, with much anticipation and elation! After checking in with security, our team quickly transformed the area into a Winter Wonderland with a little Cirque magic. The location was complete with our wrapping carts, a single Amaluna backdrop, and of course - our cheerful performers! The activation started right on time, and the reception was immediate! A line quickly formed, and continued for FIVE HOURS STRAIGHT! This may have been due to the fact that our team was the only wrapping service in the mall, but regardless of the reason, our team used this to their advantage and created a more personal and truly magical wrapping experience. A huge surprise for patrons in line was the hourly ticket giveaways, which as always, proved to be truly exciting moments for shoppers in the area! As the day came to our close, our Christmas Clowns and Wrapping Elves made their way to rest, impatient to see the response tomorrow! What a joy it is to be gift wrapping the town from moon down, to moon up!

AT A GLANCE

• Activation Times: 12-4pm

• Temp: 59° / 39°

• Conditions: Sunny

• Who’s Most Interested:

  • Gender: Male and Female

  • Age: Under 18, 30-55

  • Demographic: Caucasian, Hispanic and African American

• Other Considerations: Only wrapping service in the entire mall

Quick Overview

Day two at the Vintage Faire proved to be just as magical as day one! Even from set-up, patrons were eager to see what magic the performers had up their sleeves, as well as getting their presents wrapped! For the entire activation, the line was thick. In order to keep the line moving, our Christmas Clowns stepped in when the Wrapping Elves needed to take a quick break! Due to the length of the line, our team had to cap the line 30 minutes before the end of the activation to ensure that everyone in line got their presents wrapped! The complimentary wrapping in conjunction with our Christmas Clowns antics, made the activation a hit! It might be fair to say that this location was easily the best of the whole tour. A bit bittersweet, our team wrapped for one final time. Despite feeling sad that the tour was coming to a close, there was sense of pride and joy that we were able to spread magic and wonder about Cirque and the holidays; while providing a great service for our partners in the mall.