GGP Gains Fans and Followers

There’s no question that Facebook and Twitter can be valuable marketing tools, but building a community of followers can feel like quite the marketing challenge itself.

General Growth Properties plans to help its marketers skip some of the hard stuff. It’s launched a promotional sweepstakes that exists solely to build the online communities of its malls. The Spread the Love Sweepstakes will give away a $10,000 gift card to one lucky winner, and four $100 gift cards for the winner’s friends. It’s also offering daily draws of $20 – $100.

To enter, all GGP shoppers need to do is sign up on the contest microsite and “Like” and follow a GGP mall on Facebook and Twitter respectively. Sharing the promotion with friends earns the entrant more chances to win. It’s a promotion we’ve seen again and again pushing shopping center newsletters. But with Facebook’s aggressive social recommendation system, it could easily pay off exponentially for GGP malls. And taking the work out of finding new social fans means mall marketers can focus on creating the content that will keep those fans hooked.

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