mfi goes mobile to the power of 5

Unique service for all tenants and visitors - innovative media concept networks digital media and advertising campaigns – test run in six arcades

Essen, GERMANY - 24 November 2010 - With a network of digital media and advertising campaigns, unique in this branch, shopping center specialist, mfi, is entering a new dimension of location marketing. In view of the changes in buying and communication behavior of many people, new media are being included in the classic media mix in order to address new target groups and further enhance the profile and popularity of locations.

The star of the “five-media network” is the central control system which powerfully interconnects the individual media. Free hotspots in the shopping malls, interactive redesigned websites, mobile phone applications, social media marketing in common portals, such as Facebook, Twitter etc., as well as mobile marketing which includes, among other things, its own prepaid card, the ARCARD.

Hotspot service

As a free service, all mfi shopping malls are being equipped with W-Lan, in the test centers additionally with interactive landing pages, in cooperation with the European market leader free-hotspot.com. Joseph Brunoli, managing director of free-hotspot.com, comments: “Our WMS™ platform increases the value of our system by allowing mfi and their tenants to offer in-store promotions directly to customers who use the Wi-Fi. We are pleased to partner with mfi to bring this unique service to their tenants and customers across Europe.”

Social media marketing etc.

The websites of individual locations are being upgraded to Web.2.0, interactive, search-engine-optimized and cross-linked with other applications, such as Google Maps and various social networks. Another element of the concept is the ARCARD navigator, which, as a mobile phone application, also provides reports on the latest news from the centers. The technology is designed so that every common, web-enabled mobile phone can be used in addition to modern smartphones.

“The project ‘Arcade shopping becomes mobile’” ingeniously combines the real shopping experience with a new, lively, digital marketplace. Wherever they are, customers can obtain, in real time, information on current offers and campaigns, whether on the Internet, the mobile phone or in a social network. mfi is the first mover in the best sense of the term in connecting the real and digital worlds,” says Dieter Sawatzki, managing director of the Inforbiz agency which looks after the development of the campaign calendar and the future, digital media support of the mfi shopping centers.

Telephoning at optimum rates - ARCARD Mobile

In cooperation with SimSay Mobilfunk GmbH, mfi is launching its own prepaid card at optimum rates, the ARCARD Mobile. For 5.9 cents you can phone within the network, for 8.9 cents to all German landline and mobile phone networks. Moreover, the ARCARD World is available for making international calls at highly competitive prices.

“The company's own mobile phone brand is an excellent communication platform with the customers. The fact that we were selected as the partner for the very challenging task of creating a new mobile phone brand – the ARCARD – fills me with pride,” says Stephan Hansen, managing director of SimSay. “Both partner companies will profit in the future from this contemporary connection between purchasing control and customer loyalty.”

Test run

The test run is under way in the Düsseldorf Arcaden, Cologne Arcaden, Regensburg Arcaden, Riem Arcaden Munich as well as the two Berlin locations, Schönhauser Allee Arcaden and Spandau Arcaden. In this phase, this system is being put through its paces by customers, tenants and the mfi center management and refined before the roll-out takes place for all mfi centers next year.

mfi management für immobilien AG

mfi management für immobilien AG is one of the leading developers and managers of large shopping centers in Germany. At present, the company has a portfolio of more than 30 properties, which it is managing, revitalizing, building or planning. mfi looks after real estate assets worth some 4 billion euros, about 1.2 million m² of rented space and roughly 2,500 leases.

Related Links:

The arcade shopping portal: www.arcaden-shopping.com