I wanted to find the Golden Llama. I'd shown up early to search throughout the entire store for it. Cost Plus World Market ran a campaign this holiday season where they hid a golden llama card within the store. They'd give you a clue on a board at the entrance or online and if found, you'd get a gift card worth $20-$100.
The day I went, the clue said it was in something blue.
At least 5-10 people were actively looking for the card once the store opened, including myself. Ahoy matey, we have a treasure hunt (sorry, I couldn't resist)! There were people flipping blue couch cushion, a woman looking through blue bins, and then me looking through the food aisles. I spent an hour covering the entire store looking for the card and even daydreamed about finding it and saying in song, "I've got a goldeeeen ticket." But no, I drove home empty handed without the similar gleeful face of Grandpa Joe.
However, as I drove home, I realized two things 1) man, I'm not very good at treasure hunts and 2) that was a brilliant marketing campaign!
Why The Golden Llama Marketing Campaign Drove Engagement and Foot Traffic
From what I've gathered, the goal of World Market's golden llama campaign was to increase customer engagement and foot traffic. It met that goal because it had consistent and appealing marketing collateral to go along with it. Plus, Christmas and the potential of a present, brilliant! While I did not find the golden llama, I did find a new affinity for llamas (more than I already have since I'm a big fan of Disney's The Emperor's New Groove). So that's a win for me. "I didn't get a goldeeeeen llllllllamaaaaa."
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