Springfield Mall Big Bugs Exhibit Campaign

Part of Springfield Mall’s marketing strategy was to host seasonal shows, exhibits and events to draw shoppers and tourists to its suburban but Metro-accessible location. One such family event was the “Big Bugs” exhibit, done in conjunction with the Smithsonian, which consisted of giant robotic and moving insects placed throughout the mall. The extensive campaign included newspaper, transit and animated online ads. The interactive campaign earned the highest click-through ranking in the history of washingtonpost.com, at that time.