For March Madness Mania at Santa Monica Place, Something New brought high-energy, basketball-themed gameplay to a public shopping center activation designed to attract and engage guests. Set in a highly visible, open-air retail environment, the experience invited passersby to step in, play, and become part of the action during one of the most exciting times in sports.
Featuring four basketball-themed games, the activation drew approximately 500 attendees, many of whom stayed for extended periods trying to complete all challenges. The result was a dynamic, interactive experience that didn’t just capture attention - it held it - turning casual visitors into active participants and creating meaningful connections throughout the event.
March Madness Mania at Santa Monica
Place | Event Marketing | Something New
Case Study
Thematic Four-Game Package
The activation featured a four-game basketball circuit designed to mirror the excitement and competitiveness of March Madness. Each game offered a unique skill-based challenge, encouraging guests to test their abilities, compete with friends, and move through the full experience.
With quick gameplay and clear objectives, the games created a natural progression that kept guests engaged longer. The “complete all games” mindset added an extra layer of motivation, transforming the activation into a mini tournament-style experience that resonated with sports fans and casual players alike.
Courtside Challenge Experience
What made this activation stand out was its ability to turn a public retail space into a high-energy sports experience. The setup wasn’t just something to pass by - it became a destination within the shopping center, drawing in foot traffic and creating a lively, competitive atmosphere.
The combination of themed gameplay, visibility, and flow encouraged deeper engagement. Guests didn’t just play once - they stayed, returned, and brought others along, creating a ripple effect that amplified the activation’s reach and impact.
Features & Add-Ons
The carnival games came with full-service support from Something New as a carnival game vendor, turning the setup into a seamless, end-to-end experience.
Thematic Games
Basketball-themed games aligned perfectly with March Madness, creating an instantly recognizable and exciting experience for guests.
Lead Generation
The activation helped drive strong foot traffic into the public shopping center, attracting guests through interactive participation and creating opportunities for ongoing engagement and relationship-building beyond the event.
Co-Marketing
Strategic co-marketing efforts helped drive awareness and foot traffic, ensuring strong attendance and visibility within the shopping center.
Why it Worked
The activation succeeded because it delivered on three key pillars: attract, engage, and connect. The strong visual theme and public placement attracted attention, the interactive games created deep engagement, and the extended dwell time allowed for meaningful brand interaction.
By giving guests a reason to stay - and a goal to complete - the experience went beyond surface-level entertainment. It fostered connection, encouraged repeat participation, and built lasting impressions, proving the power of interactive gameplay in a public-facing environment.
Carnival Games,
Reimagined.