Understanding visitor behavior and driving downtown traffic through data-driven contests.
Downtown Fort Wayne serves as the vibrant heart of Indiana's second-largest city. To support local businesses effectively, they needed to understand visitor behavior while building direct communication channels.
Despite offering dining and entertainment, 40% of participants weren't shopping and 28% weren't dining. The goal: understand why.
Non-shoppers
Non-diners
A $250 Downtown Shopping Spree served as the primary motivator to drive participation.
Entry required answering questions on shopping frequency, dining habits, and desired new retail options.
Simultaneous collection of consumer insights and email opt-ins for ongoing communication.
The campaign delivered valuable insights into downtown engagement patterns, allowing for highly targeted future marketing.
The campaign identified 100 participants who dine downtown but do not shop.
