Mall manager Simon Property Group and Visa USA are running an instant-win game touting its Simon Visa Giftcard to holiday shoppers.
At the same time, Simon is offering premiums and a separate sweepstakes to families visiting Santa in 158 of its malls.
A handful of retailers have put discounts and special offers on the 3.6 million game pieces that Simon will give to shoppers who buy a gift card this season. Offers from Bath & Body Works, Eddie Bauer, Finish Line, The Sharper Image, Things Remembered, Ritz Camera and other retailers will be customized for each of Simon’s 160 malls.
Shoppers get a game piece when they buy a Simon Visa Giftcard; about 20,000 game pieces will award a $25 gift card instantly. Each game piece carries a second-chance code that shoppers can redeem at Simon.com for a chance to win a gift card worth $5,000 (one grand prize) or $250 (20 first prizes).
Retailers’ participation lets Simon tout mall tenants’ brands and seasonal offers. “This promotion will help generate even more foot traffic to their stores and through our malls,” said Simon Brand Ventures President Stewart Stockdale in a statement.
The game, funded in part by Visa, runs through yearend. Simon’s Visa Giftcard is issued by U.S. Bank. The game is handled in-house with an assist from National Sweepstakes Co.
Separately, Indianapolis-based Simon is giving samples (presented as premiums) to families waiting to see Santa. Kids get a package of M&Ms; parents get a 55-cent coupon for M&Ms. Meredith Publishing offers promotional subscriptions to Parents and Better Homes and Gardens magazines.
Some malls will offer families free phone calls via NetZero Voice (an Internet-based phone service). NetZero also sponsors the NetZero Voice Holiday of Your Dreams sweepstakes awarding Simon Visa Giftcards worth $100 to $2,500. Noerr Programs handles in-mall execution; Magnetic Alliance handles NetZero activities, and Thomas J. Paul handles M&M’s.