Swipe A Comfy Ride

With the first swipe-to-win mall loyalty programme to be produced in its area, Coquitlam Centre in Coquitlam, Canada, is presenting its shoppers with the Swipe a Comfy Ride promotion, a year-long event designed to drive traffic to the centre and entice shoppers with the exciting chance to win a 2005 Nissan Murano.
Throughout the upcoming year, Coquitlam Centre will actively distribute approximately 50,000 magnetic swipe cards at various high profile events throughout the mall’s region.
Each swipe card requires its owner to attend the mall and swipe for their chance to win. And according to marketing coordinator, Neena Arora, driving shoppers to the mall is a big part of the promotion. "Last year we gave away a Mini Cooper. We would attend high-profile events and one lucky person would receive a set of keys and a chance to come to the mall at the end of the promotion and try their key in the car," said Arora. "This year we wanted a way to ensure that everyone we touched with this promotion would be compelled to attend the mall."
And compelled they should be. Shoppers who receive swipe cards are eligible to swipe their cards once every single day. Shoppers who attend the mall and swipe each day will have a greater chance of winning the car.
To participate in the Comfy Ride contest, shoppers must first activate their swipe cards by registering it at the mall’s game kiosk. |
"While the kiosk is self serve, we will have staff on hand to make certain the registration is easy and comfortable for all of our shoppers," notes Arora.
Each new day, shoppers can attend the mall and swipe their cards again. Not surprisingly, shoppers have a chance to win more than just the car. Each swipe is a chance to win with shoppers receiving one of six different messages when they swipe: You’ve won a £5, £13 or £25 gift card; you’ve won £26,500 in cash; you’ve won a chance to win the Nissan Murano; or Please try again.
"The swipe card programming is very useful to me as I have the ability to track prizes," said Arora. "For instance, if a retailer comes to me with promotional products to give away, I can load those products into the programme and set the time by which those specific products should be won."
Finding the kiosk in the mall will be an easy and comfortable task too. Upon arrival at the mall shoppers will find floor decals that look like tire tracks leading the way. During the grand opening of the contest, 22 girls in the mall’s signature pink will be greeting shoppers at every entrance. Also at each of the mall’s entrances, a Nissan Murano to help light the fires of excitement. A long pink carpet will lead shoppers to the kiosk and pink golf carts, staffed with the mall’s pink shirted team will be handing out swipe cards.
The end of this intricate swipe contest will take place during the 2005 Christmas season with a giant promotion designed to create even more excitement than the Christmas season already brings. For the three weeks prior to the event’s finale the mall will flash names of possible winners on flat screen TVs inside the centre.
"Shoppers will get to see their names on screen along with how many possible chances they have to win the car," said Arora. "It will be a huge finale to the contest."