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GGP launches ‘Where Is the Love?’ Valentine’s Day mobile campaign


For Valentine’s Day, mall owner General Growth Properties has challenged shoppers to power up their mobile devices to “search for the love” at a GGP mall. Effective Feb. 1, customers began entering the Where Is the Love? sweepstakes by finding and scanning love-themed QR codes hidden throughout participating GGP malls.

Through Feb. 14, hearts, cupids and red lips embedded with QR codes adorn different areas of the mall. Each day during the promotion, when a shopper locates and scans one of the QR codes, they are instantly entered for a chance to win one of 30 $10 Shop Etc. Mall Gift Cards that will be awarded every day.

The Where is the Love? sweepstakes grand prize is a seven-day, six-night vacation for two at the Kauai Marriott Resort on Kalapaki Beach in Kauai, Hawaii. The trip includes round trip airfare for two, hotel accommodations and airport transfers.

“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.”

Where Is the Love? gives shoppers multiple chances to be entered into the grand prize sweepstakes. The first scan awards one sweepstakes entry; locating the second scan awards five additional sweepstakes entries; and finding the third scan awards an additional 10 sweepstakes entries.

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