Westfield UTC Uses Pinterest to Attract Customers

by Nate Hunter

La Jolla, Calif. — The mall has created a life-sized Pinterest board that allows customers to create their own mall-themed collections.

La Jolla, Calif.  — Westfield UTC is bringing social media to life with the world’s first life-sized Pinterest board. The 1.1 million-square-foot mall in La Jolla is using the pinboard-style social photo sharing website to allow customers to create their own mall-themed collections. Until Wednesday, Dec. 12, the public can follow Westfield UTC on Pinterest and visit the center’s “Everyday Escape” board. Patrons then create their own board, entitled “My Everyday Escape,” where they can repin elements from their favorite Westfield UTC retailers to complete their personalized collection of images. Westfield UTC will award one winner more than $5,000 in prizes including retailer gift cards, restaurant certificates and a private screening at the center’s ArcLight Cinema. So far, 168 consumers have created their own boards for the contest with 1,791 pins repined on entry boards. Approximately 12 percent of the repins are for Westfield UTC branding, while 10 percent are for ArcLight Cinemas and J. Crew, respectively. Other top retailers include Tender Greens and Kiehl’s, which account for 8 percent of Westfield UTC’s repins each.

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