Macerich and HGTV prep holiday marketing effort

Santa Monica, Calif. — Macerich is collaborating with HGTV, a home and lifestyle cable network, to create Santa HQ, an interactive holiday experience, at 10 Macerich malls. The initiative aims to add digital and social media to the traditional holiday experience of visiting Santa.

Santa HQ re-envisions Santa’s workshop for the digital age — who’s to say that Santa hasn’t already done the same. The Macerich mall installations offer interactive technology enabling guests to share individual experiences with friends on social media as soon as possible.

Macerich collaborated with Pop2Life, an experiential marketing agency, to conceive and produce Santa HQ.

Participating Macerich properties include Chandler Fashion Center in Chandler, Ariz.; Danbury Fair Mall in Danbury, Connecticut; Deptford Mall in Deptford, New Jersey; FlatIron Crossing in Broomfield, Colorado; Lakewood Center in Lakewood, California; Los Cerritos Center in Cerritos, California; Scottsdale Fashion Square in Scottsdale, Arizona; Tysons Corner Center near Washington, D.C.; Vintage Faire in Modesto, California; and Washington Square near Portland, Oregon.

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