New Zealand malls debut new 3D social media strategy

  • News
  • June 8, 2015
  • Elly Strang
New Zealand malls debut new 3D social media strategy

AMP Capital owns and operates Bayfair Shopping Centre in Mount Maunganui, Botany Town Centre and Manukau Supa Centa in Auckland and The Palms in Christchurch.

The videos have been posted onto the separate shopping centres’ Facebook and Instagram accounts.

Bayfair, Botany Town Centre and The Palms have all posted videos.

The four posts created so far show a women spinning around showing off a cardigan, a woman flicking a scarf over her shoulder, a coffee being given to a customer and an orange being tossed around. 

Brrrr! It's cold today - rug up. #3D #seeitherefirst #scarf #fashion #bayfairfashion #bayfairwinter

A video posted by Bayfair Shopping Centre (@bayfairshoppingcentre) on

AMP Capital’s head of shopping centre marketing Belinda Daly says the company is always looking to use new and emerging technologies to provide a unique experience for its customers.

She says the use of 3D videos will set them apart in the market.

“It's important to us to create a synergy between the innovative experiences we provide in our bricks and mortar centres and the content delivered via our digital assets,” Daly says.

“We believe this 3D effect will deliver greater consumer engagement than the 2D posts or ads brands are currently creating for Facebook and Instagram."

New South Wales based PR and marketing company Haussmann Communications created the posts in collaboration with partner agency Dangermouse Productions.

Haussmann group digital director Jenna Setford says consumers are increasingly desensitised to an overload of content on social media, so 3D video is a way to grab their attention.

“The 3D effect definitely succeeds in grabbing attention in a market where it is increasingly difficult to stand out,” Setford says.

Using 3D video technology on social media is relatively new.

Facebook announced it was testing what it calls “spherical videos” in March, where videos can be experienced like a 3D game with 360-degree angles.

The first company to trial it was whiskey company Jameson, which posted a 3D sponsored ad on Facebook and Instagram in March of a shot of its whiskey being slid along a bar.

AMP Capital is one of the first retail centres to use it in New Zealand.

Slide this shot of Jameson to your drinking buddy #LongLiveTheShot

A video posted by Jameson Whiskey (@jameson_us) on

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