Digital advertising builds intent; a physical mechanic converts it into visits. A vault in the concourse, a scratch card at the door, a countdown to a live reveal — each gives a customer a reason to be inside the store on a specific day.
Sizing the prize against expected uplift is the real work. The right prize is one that mall or store managers can explain in a single sentence and shoppers can picture themselves winning before they finish reading the poster.
Track footfall before, during and after the mechanic. A well-designed campaign leaves a residual — the shoppers a promotion pulled in for the first time come back at a higher rate than paid media alone would predict.