In marketing, ‘content’ should not be a noun, and certainly never an adjective. Great content is an action verb; it doesn’t just sit there, it drives you to take action: to like, to comment, to share. Great content makes you engage.

This wonderfully imaginative content from Bloomberg does just that incredibly well. To promote a number of articles they published on the serious challenges brick and mortar retail faces today, Bloomberg developed an old school, 8 bit looking web-based video game called American Mall. The challenge? Keep a shopping mall running and profitable in an environment where every challenge seems stacked against you.

It is an absorbing task and only becomes more engrossing the more you play and explore. Most amazingly, it creates a real sense of empathy for the challenges people in this sector face today.

Play the game here

Enjoy your exploration and struggle but know that you will not win. That seems to be Bloomberg’s point, though it’s not one I entirely share. Still, when you do fail, take note of the final nemesis laughing at your demise; it’s just another wonderful detail in this clever and exceptional piece of content.

PS: A special thank you to my relentlessly curious and marvelously informed friend and colleague, Dr. Kate Sieck, for sending this link my way.