When the West Des Moines Chamber of Commerce imagined a way to boost community engagement and holiday shopping, the result was as sweet as the season itself: the Candy Cane Trail.

Launched as a festive and interactive "holiday passport" challenge, this event not only brought residents out to explore local businesses but also became a shining example of how gamified experiences can drive economic impact.

The Idea Behind the Trail

The Candy Cane Trail had a clear mission: to inspire residents and visitors to explore West Des Moines, engage with local businesses, and shop small during the holiday season—all while gaining a deeper understanding of the event’s economic impact. By offering participants the chance to win prizes while collecting points, the Chamber created a win-win for both the community and business owners.

Each participating business became a stop on the trail, inviting shoppers to check in and enjoy exclusive deals. From cozy coffee shops to trendy boutiques, the experience encouraged exploration and turned holiday shopping into an adventure, while also providing data-driven insights into how these efforts translated to local economic growth.

Why Traditional Shop Local Campaigns Fall Short

Most "shop local" campaigns sound great in theory, but without the right tools, they often miss the mark. Here’s why:

No Clear Analytics: Organizers rely on rough foot traffic estimates or anecdotal feedback, leaving them unable to measure the campaign's economic impact or calculate ROI. How much revenue did it actually generate? No one knows.

Scattered Promotion: Without a centralized platform, spreading the word across social media, email, and print can feel chaotic, leading to inconsistent messaging and lost opportunities.

Participant Burnout: Outdated tactics like paper passports or manual check-ins make the experience feel clunky and unappealing, discouraging participation.

These issues leave chambers of commerce and organizers unable to answer the critical question: Did it work? The lack of measurable results undermines the campaign’s purpose and impact on the local economy.

How Proxi Transformed the Candy Cane Trail

The Candy Cane Trail came to life through Proxi’s innovative tools, which solved traditional campaign challenges while elevating the event’s impact. At the heart of the campaign was Proxi’s interactive map and digital pass, designed with festive flair to guide participants through the trail. Each stop was marked with a candy cane icon, where participants could check in using Proxi’s geogating features.

Here’s how Proxi made it all possible:

Real-Time Insights: The map’s analytics dashboard tracked check-ins and engagement, giving the Chamber precise data to measure ROI and understand the event’s economic impact.

Centralized Platform: Acting as the hub for all event details, the map ensured consistent messaging across social media, email, and in-person promotions, keeping participants informed and engaged.

Exclusive Deals: Businesses added a touch of surprise with special offers unlocked only after check-ins, boosting customer engagement and creating extra value.

Gamified Participation: Digital check-ins, tiered rewards, and an easy-to-use interface made participation fun and hassle-free—no paper passports required.

Motivating Participation with Rewards

With more than 40 businesses on board, participants had ample opportunities to explore and earn points. Each check-in brought them closer to exciting prizes, turning holiday shopping into a festive adventure.

The tiered reward system added extra excitement, motivating participants to visit as many stops as possible:

• Festive Explorer (50 Points): Game card from Spare Time Entertainment.
• Jolly Shopper (100 Points): $25 gift card to a local business.
• Santa's Helper (200 Points): $50 gift card to a local business.
• Holiday Hero (All Points Possible): $100 prize package, including a gift card from Christopher’s Fine Jewelry.

By combining Proxi’s tools with engaging incentives, the Chamber transformed a traditional "shop local" campaign into a measurable and memorable success that benefited the entire community.

Marketing That Made an Impact

The Chamber’s strategic marketing approach ensured the Candy Cane Trail captured the community’s attention and enthusiasm. Social media took center stage with festive posts, engaging stories, and shareable content that generated buzz and excitement. Email campaigns kept participants informed, teasing the rewards and encouraging continued involvement.

On the ground, participating businesses displayed posters and flyers to amplify awareness and create a festive atmosphere. This multi-channel strategy didn’t just spread the word—it connected with a broad audience and made the trail impossible to miss.

Looking Ahead: Building on Success

The Candy Cane Trail’s success paves the way for even more creative and engaging community initiatives. Here are some ideas to keep the momentum going:

Activity Points: Introduce sub-tasks like photo submissions, review posts, or social media shout-outs for bonus points. These additions can deepen engagement and create shareable moments that amplify the event's reach.

Seasonal Variations: Build on the trail’s popularity with seasonal themes—think Spring Bloom Trails, Summer Adventure Challenges, or Autumn Harvest Hunts. Each iteration can bring fresh excitement and keep the community involved year-round.

By evolving the concept, the Chamber can continue driving local pride, fostering engagement, and supporting businesses throughout the year.

A Festive Formula for Success

The Candy Cane Trail proves how creativity, collaboration, and the right tools can transform a holiday campaign into a powerful, community-driven success story. By gamifying holiday shopping, fostering local pride, and delivering measurable results, the West Des Moines Chamber turned a simple idea into something truly magical.

Ready to map out your own community success story? Let Proxi help you make it happen—no matter the season.