HGTV's Santa HQ Experience to Launch in Ten Malls
Posted on October 29, 2014
HGTV will run a Santa HQ experience in ten Macerich malls this holiday season. Santa HQ expands on the standard visits and photographs with Santa offered by malls and retailers during the holiday shopping season.
HGTV partnered with Pop2Life, a New York-based marketing agency, for the Santa HQ installations. Some of the interactive features of Santa HQ include an Elf-Ray vision test and a Naughty O' Nice Meter. Visitors can also take a special photograph called an "Elfie Selfie" and record a holiday video. There is also an app (called the Elf-Ray Vision app) that can be used inside the structure to observe the night sky, meet elves and the clocks and gears that keep Santa's Workshop running.
Ken Volk, Senior Vice President and Chief Marketing Officer, Macerich, says in a statement, "Visits and photos with Santa at the mall are a holiday tradition, and this year we are upping the digital and social experience with Santa HQ, while offering HGTV unparalleled access to millions of highly engaged shoppers."
Santa HG is an expansion of the HGTV Holiday House experience which appeared at the Mall of America in 2012 and at Santa Monica Place last year. The 2012 event at Mall of America featured a custom life-size gingerbread house. The 2013 event at Santa Monica Place featured a choreographed light show.