Following a pause during the pandemic, the return of Meadowhall’s student night in 2022 was a huge moment for the region’s best loved shopping and leisure destination.

Against the backdrop of a jam-packed evening of entertainment to draw in the crowds, we were tasked with finding a way to keep the all-important student shopper audience talking about the evening for weeks and months to come.

Our solution: a collaboration with man of the moment and Tik Tok star, Troy Hawke, to snap selfies, share compliments and get involved in all of the fun.

Not only did the attendance of the comedian drive a frenzy on the evening, but the comic content he captured on the night was seen and engaged with by hundreds of thousands of customers after the event – keeping people talking and sharing way after the discounts had finished.


TikTok star Troy Hawke with fans.
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