Northridge Hunts for the Love

Cupid’s arrow can be an elusive thing. We look for love all over, and sometimes we just can’t find it. But General Growth Properties hopes shoppers will persist long enough to win big at Northridge Fashion Center and many other centers nationwide.

The Where is the Love? challenge sends shoppers on a digital scavenger hunt for a little love. Those who find cupid, red lips and hearts adorned with QR codes are in luck: when scanned, they enter the shopper to win one of 30 $10 gift cards that will be awarded each day.

But that is, of course, not the ultimate prize. True romantics will get a chance to win a seven-day, six-night vacation for two to Kauai, Hawaii. They’ll be off to the new Kauai Marriott Resort on Kalapaki Beach with round trip airfare for two, hotel accommodations and airport transfers.

Persistence usually helps win hearts, and it will also help shoppers win the big prize. A shopper’s first scan awards one sweepstakes entry; finding a second code to scan awards five more, and the most persistant will get an extra ten for their third scan.

“Smartphones now play such a central part of our everyday lives, so we try to create fun and engaging promotions to keep our guests entertained while shopping at our malls,” said Keith Maladra, VP Digital Marketing, GGP. “This likely is the largest mall-based QR code promotion to date and just one example of how we’ll continue to use integrated mobile media at GGP.”

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