Shopping centre group Intu is preparing to award one shopper with a Christmas prize on Black Friday, following a month-long social media campaign that aims to engage consumers online.

The property company, which owns Lakeside in Essex, Manchester's Trafford Centre and Gatehead's Metrocentre, among other sites, has spent November encouraging shoppers to post their favourite Christmas memories on social media – with one participant in line to win their perfect Christmas dinner, tree, decorations, outfit and other festive items.

Online videos tagged with #intuChristmas will be entered into the competition, with judges from selected retailer tenants choosing the winning entry. Intu is describing the campaign as an opportunity to "win your Christmas on Black Friday" and the company says it is an example of how it is helping connect its retailers to customers across different channels.

Trevor Pereira, commercial and digital director of Intu, commented: "As one of the country's biggest retail landlords, with one of the top ten performing affiliate content sites in the country, we're in a great position to work with our retailers to make sure they benefit from Black Friday.

"This digital campaign gives retailers access to an additional two million monthly online customers, drives engagement with their brands, and ultimately encourages more sales opportunities."

Intu's 15 branded shopping centres across the UK attract over 400 million customer visits a year, while its affiliate site, intu.co.uk, allows retail tenants to showcase some of their ranges via what is effectively a third-party online store.

Rival shopping centre owner, Hammerson, is also working on a number of strategies to strengthen its digital proposition, with a significant number of shoppers downloading its individual centre mobile apps, which are expected, in time, to provide a platform for delivering personalised offers based on users' locations.

Head of multichannel at Hammerson, Sophie Ross, told Essential Retail in November that the business is "very much looking at how we feature product in the app and on the website", which would suggest a new digital sales channel is on the horizon for Hammerson's tenants.

Intu's Pereira says the shift towards digitisation in shopping centres is being led by the end customer.

"They're driving retailers' omnichannel strategies and they're driving ours too," he explained.

"The customer is at the heart of our digital proposition so when we see them welcome an online driven sale like Black Friday, we're the only landlord geared up to help retailers flourish across all channels."