Malloween at Jackson Crossing
A Halloween campaign bringing costumes, trick-or-treating, music, food, and independent vendors together at Jackson Crossing.
The project
One spooky afternoon. Plenty of reasons to explore.
The second annual Malloween invited families to Jackson Crossing on October 26, from noon to 5 PM. Costumes and candy stops gave the day its Halloween character, while local vendors, food, photography, and entertainment offered reasons to spend time throughout the mall.
Whimsy's campaign gave those participants individual promotions within the larger event. Each piece connected a specific attraction with the Malloween invitation, helping visitors see what they could discover before they arrived.
- Campaign design
- Event advertising
- Vendor promotions
Things to do
Give the activities their own invitation.
The entertainment promotions introduced Lakeland Cabaret's DJ set, local dance classes, a Studio One Photography session, and a Stitch appearance. Each ad offered a different reason to stop, with event details repeated where visitors needed them.
The photography piece used an autumn backdrop, while the DJ artwork leaned into darker Halloween imagery. Those individual styles gave each activity personality within a shared seasonal campaign.
Food and shopping
Let each business bring something different.
F'ing Fantastic Food Truck's promotion highlighted egg rolls, fries, and nachos, with the event announcement directing visitors to the truck outside Dunham's. Other pieces introduced clothing, home décor, handmade jewelry, and sweets.
Product photographs make the variety tangible. Someone arriving for Halloween activities could also discover a local maker, browse a display, or plan a food stop as part of the same visit.
The event in action
Music, games, and reasons to stay.
Visitors loved the music from Lakeland Cabaret’s DJ, gathering around the booth and enjoying the Halloween atmosphere. Attendees explored the shops and event vendors throughout Jackson Crossing, finding treats, gifts, and plenty of local businesses to discover along the way.
Kids joined in musical chairs and freeze dance, with candy and prizes adding to the excitement. The games gave families a chance to play, cheer one another on, and enjoy the afternoon together, turning a shopping trip into a shared Halloween celebration.
The value of bringing people together
A memorable day for visitors. New connections for businesses.
For the shops and participating vendors, Malloween brought people into the halls and gave them reasons to browse, ask questions, and spend time with local businesses. Whimsy’s advertising introduced the offerings before the event, while the music and activities created opportunities to turn that interest into conversations and customer relationships.
For attendees, shopping, music, games, candy, and prizes came together in one welcoming outing. Families could make memories and discover something new, while businesses had a chance to become part of those memories. That shared value gives people a reason to return and helps local businesses build lasting connections with their community.
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