Get ready to rock with CTI ?

Bury's new retail, entertainment, lifestyle and restaurant destination The Rock appointed Democracy PR to implement a social media campaign between summer and christmas 2010.

The Rock brings national retail and restaurant outlets to a 620,000 sq ft modern development in the centre of Bury, set to open mid July 2010 and followed by a fashion spectacular in September 2010.

On Monday 5th July the campaign started when a team were sent out to distribute 2,500 fake rocks accross Bury and the surrounding areas. The branding on these fake rocks directs the finder to a bespoke Facebook application developed by CTI.

2499 of the rocks can be redeemed against shopping vouchers, coffees and leisure experiences at The Rock when it opens on 16th July.

The last and final rock represents a diamond donated by high end independant jeweller Peter Jackson and can only be found by solving a number of clues that will appear in the social media channels created by Democracy PR on behalf of The Rock.

After the launch, the social media campaign in the run upto christmas will include a bespoke Foursquare campaign, a series of rock performance social events to create a YouTube video with a differance and a daily 'win' that allows retailers to promote any special offers or new lines on a daily basis to The Rock's Facebook audience.

Nikki Kitchen, Marketing Manager, The Rock, Bury comments: “An engaging social media campaign is the final piece in engaging the hearts and minds of the people of Bury and the surrounding towns. The campaign from Democracy was witty, incorporated a wide range of social media channels that will deliver brand awareness, footfall and quality data that will fuel future consumer engagement campaigns.”

Jennifer O’Grady, founder of Democracy PR comments: “Bury has been awaiting the opening of The Rock for years, our campaign is designed to get them sharing their excitement about the launch in the playground, on the bus and over their morning cuppa. Our campaign seamlessly links the offline and online world to drive awareness of key retailers and footfall into their stores from the moment the doors open.”

Nick Rhind of CTI adds: “The Facebook application is at the heart of the social mix and will continue long after launch. The valuable data generated through the application will be part of the communication strategy for The Rock moving forwards.”