Ada Mall successfully harnessed the excitement of Euro Football 2024 to foster a strong sense of community and increase foot traffic and revenue.
We spoke with Ada Mall’s Manager, Alex Linchev, to learn about their winning strategy that has solidified their position as a leading community center in Belgrade.
Football Zone: A Grand Football Experience
Ada Mall’s Euro Football 2024 screening event was designed to be an unforgettable
experience for all attendees.
By partnering with Arena Sport, part of the Arena Channels Group, which operates 16
sports channels across the ex-Yu region, the mall ensured high-quality, live EURO24
coverage.
This partnership allowed Ada Mall to create an environment where visitors could enjoy
the games on a massive 400-inch screen, paired with an array of food and beverage
options from the mall’s diverse restaurant selection.
Free table football games and various competitions, as well as prizes, added to the
festive atmosphere.
Strategic Location for Maximum Impact
According to Alex, the decision to set up the screening area on the 3rd floor next to the
food court, rather than the ground floor, was strategic.
This location not only provided a comfortable and engaging viewing experience but also
drove increased foot traffic and revenue to other levels of the mall. Some food court
tenants even extended their operating hours due to higher business volume.
“The selected location proved to be a highly successful choice for all attendees. Unlike
traditional game-watching environments, which often present limitations such as distant seating, small screens, and subpar refreshments, the Ada Mall football zone offered an enhanced experience. It also led to increased revenue for the food court, with some tenants extending their operating hours due to higher business volume,” said Alex.
Cross-Promotional Collaborations
Collaboration with various tenants and vendors was key to the event’s success.
Partnerships with Betole, a leading online betting company, and Computerland, the
largest provider of gaming gadgets in the region, sponsored a PS5 FC24 gaming
competition. Participants played the latest football video game on PlayStation 5 (PS5)
consoles. The competition included exciting rewards such as betting vouchers, gaming
gadgets, and cash vouchers provided by Ada Mall’s tenant, Sportvision, a leading sports
retailer in the region.
Additionally, Sportvision partnered with adidas, a global UEFA national team sponsor, to
host various football-related activities. Participants in these activities had the chance to
win original EURO24 footballs and adidas sneakers on a weekly basis. These partnerships not only provided added value to the visitors but also promoted the tenants, creating a vibrant and engaging environment.
“These partnerships reflected our desire to create a vibrant and engaging environment for
EURO24 fans.” said Alex.
Engaging Marketing Activities
Ada Mall implemented several marketing activities to attract visitors.
Ten exclusive EURO24 balls were offered to Ada Mall’s loyalty card members through a
points-based system, encouraging shopping and participation. Members could earn this
limited-edition item by shopping at Ada Mall, scanning receipts, and accumulating
points.
In addition, they hosted various social media giveaways throughout the championship.
They rewarded lucky social media followers with premium footballs and organized a
“guess the finalists” social media competition. To participate, social media users needed
to follow Ada Mall’s page, guess the finalist by leaving a comment on the post and tag a
friend, as well as share the post to their own page.
“We hosted various giveaways throughout the championship. On social media, we rewarded lucky followers with premium footballs, organized a ‘guess the finalists’ game, and offered exclusive Ada Loyalty summer merchandise.” said Alex.
Ada Mall also distributed thousands of red, blue, and white balloons and Serbian flags
during matches involving the Serbian national team. They also provided complimentary
sodas to enhance the overall fan experience.
Impressive Attendance and Increased Revenue
The event saw impressive attendance, with over 1,000 people attending each game
played by the national team.
Overall, Ada Mall experienced an 11% increase in total visits during EURO24 compared
to the previous year and an 8% increase compared to the previous month. Revenue
also saw an 11% increase, underscoring the event’s success and its positive impact on
the mall’s business.
“Our objective is to deliver exceptional experiences that set us apart. The collective enthusiasm of our diverse visitors, ranging from children to seniors, supporting the Serbian team was truly gratifying. This unifying experience underscored our commitment to creating memorable moments for our community.” said Alex.
Beyond Football: Enriching Community Life
Ada Mall’s commitment to the community extends beyond sports.
The mall hosts various cultural events throughout the year, including art exhibitions,
live performances, and community festivals. These events are often part of cross–
promotional partnerships that benefit both the cultural initiatives and the mall.
“A prime example of a cultural event is our recent education fair, organized in collaboration with the municipality of Čukarica, This event attracted a large and diverse audience, including participants from primary schools, high schools, faculties, and many young visitors, significantly boosting both educational engagement and retail activity at the mall.”, said Alex.
The success of their education fair demonstrates how shopping centers can evolve
beyond traditional retail spaces to become vibrant cultural and educational hubs, playing
a pivotal role in community life.
Expanding Social Entertainment on Terraces
This summer, Ada Mall is set to elevate the prominence of its terrace spaces.
Known for their stunning views and seaside-like ambiance, these terraces have
transformed Ada Mall into a top destination for gatherings, parties, matinees, fine wines,
cocktails, and vibrant social experiences.
“We are thrilled that our terrace spaces have gained a reputation for their unique atmosphere. This summer, we plan to make Ada Mall the go-to destination for vibrant social experiences.”, said Alex.
Follow Ada Mall on social media to stay updated on the latest event announcements.
Key Takeaway
Ada Mall’s successful Euro Football 2024 screening event exemplifies how shopping
centers can leverage significant sports events to create a sense of community, boost foot
traffic, and enhance the overall visitor experience.
By combining cultural events, cross-promotional collaborations, and engaging marketing
activities, Ada Mall has positioned itself as a truly modern community hub and a top
destination for social entertainment.
For more information visit: www.adamall.com