Black Friday Survival Kits Generate Media and Online Buzz

Identity developed a creative campaign around Black Friday to ensure Green Oak Village Place caught the media and the public’s attention.

Our Approach

Green Oak Village Place (GOVP), a Brighton, MI-based open-air shopping center with more than 40 retail stores and restaurants, was looking for community-focused initiatives to reward loyal shoppers, while bringing attention to the shopping center and its tenants. With Black Friday, the biggest shopping day of the year right around the corner, GOVP tasked Identity with creating and executing a plan to engage shoppers and position the center as a convenient, family-friendly and easily accessible shopping location.

With a goal to create a unique take-away for shoppers, Identity’s social media, media relations and marketing and creative teams worked in concert to create Black Friday Survival Kits. Housed in large GOVP-branded drawstring back-packs, the kits featured everything shoppers need for a successful Black Friday—including water, granola bars, hand sanitizer and more. To garner attention for this initiative, Identity sent media alerts and targeted pitches to reporters in Livingston County, as well as throughout southeast Michigan.

Due to our strong relationships with metro Detroit media outlets, Identity garnered significant attention about the Black Friday Survival Kits and GOVP. MyTV 20 featured the kits in a segment during its evening broadcast, and FOX 2 showcased the kits three times during its Saturday morning programming prior to Black Friday. WXYZ also highlighted the kits in a story on Thanksgiving Day about best ways to prepare for Black Friday.

Leveraging GOVP’s active social media channels, Identity developed an online contest and social advertising push to promote the survival kits within the local community. We then coordinated giveaways on-site at the center’s various retailers. During the giveaways, we took photos were of happy contest winners and survival kit recipients and shared them on the center’s social media channels.

The highly visible television and social media coverage helped promote GOVP as a one-stop shop for all holiday shopping needs to millions of metro Detroit consumers while simultaneously rewarding loyal shoppers in a memorable way.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations
    • Media Training
    • Community Relations
    • Event Coordination
    • Campaign Development
  • Social Media

    • Community Management
    • Content Development
    • Social Media Advertising
    • Event Coordination


  • 3high-profile
    television news
    stories highlighting
    the campaign
  • 30K+impressions via
    social media
  • 300+likes, comments
    and shares in
    just two weeks
  • 100+survival kits
    packed by hand