Marlborough Mall Pushes Santa’s Buttons

Social media promotions often sit separate from in-center promotions, but they don’t necessarily have to. Marlborough Mall recently wrapped up a Christmas promotion that brought shoppers into the center and then sent them back online—in the process, it made a lot of shoppers happy.

Shoppers who visited customer service over the holidays could pick up a Santa button—a big, red oversized suit button, holes and all. Those that took a photo of themselves wearing the button and posted them to Facebook, Pinterest or Twitter and tagged the center had a chance to win gift cards totalling up to $400 each and every day.

The center’s Social Media Team trawled those shares, mentions and pins throughout the holidays, looking for any shopper enthusiastic enough to share his or her love for the center and its buttons online. It re-pinned the pins, retweeted the tweets and shared the posts of the winners, so happy holiday faces lit up its social networks. Each time they found a photo to share, the subject won a gift card worth anywhere between $50 and $200.

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