Webby Award Winner - #Twizzard
2015 Webby Award Winner


General Excellence Categories
Experimental & Innovation

Coffee? Coffee? Coffee? Cinnabon. Coffee.

Mall of America's 5-Word Speech

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  • "Be open to new ideas no matter how outrageous they may seem."

  • More Than 5 Words

    Briefly summarize your nominated project for someone who is unfamiliar with your work. Think of this as your elevator pitch.
    We created a Twitter-powered snow storm inside Mall of America® to create a unique and memorable experience for our guests during Black Friday shopping weekend. An indoor blizzard – accompanied by the holiday classic “Let It Snow” – was triggered when we received a certain number of tweets using #Twizzard.

    What inspired you most to follow your dreams/vision while working on this project?
    We wanted to do something that seemed outrageous, but at the same time would create a magical experience for our guests. During the entire process, we aimed to create something that no other retail and entertainment destination could replicate on this scale. It all came back to creating a memorable moment for our guests out shopping during Black Friday weekend.

    What made your project stand out in your industry/field and unique from the rest? What obstacles did that present and how did you overcome them?
    The #Twizzard was unique because it combined digital media with physical phenomenon to create an experience that was wholly satisfying for participants. We had numerous operational obstacles since nothing like this had ever been done before at Mall of America®. The important thing is that our team always thought creatively about how to come up with practical solutions and alternatives to those obstacles. We stayed focused on the guest experience we wanted to create and took each obstacle as it came.


  • Sr. Manager, Experiential Marketing
    Christopher K. Grap
    Mall of America
  • Director of Digital
    Emily Shannon
    Mall of America
  • Technical Innovation Director
    Carter Jensen
    Flash Experiential
  • Execution Director
    Mohamed Sakallah
    Flash Experiential
  • Sr. Social Media Strategist
    Erin Vande Steeg
    Mall of America
  • Digital Guest Service Representative
    Alisha Yost
    Mall of America
  • Digital Guest Service Representative
    Emily Yang
    Mall of America
  • Execution Specialist
    Jared Carrigan
    Flash Experiential

About the Experimental & Innovation category

The most innovative or cutting-edge social media experiences that break ground suggest the way ahead. Platform agnostic—enter any and all social media that best exemplify your work.




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