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To introduce Genie, the new social media character for the BIG shopping mall, we not only created a hero, but also invented an entire gaming platform. Just like we promised, everything that happens in BIG, is BIG.

We started with Instagram, where every post was not only for promo purposes – it was a piece of a board game you could play on your phone.

But we did not stop there. The most loyal BIG shoppers received their very own physical board game to play with their entire family. We even custom-made the figures so you could, say, walk your favorite pair of shoes across the board and place them inside the BIG bag of your dreams.