Tanger Outlet Centers Exceeds Expectations with Back-To-School Online Promotion

The SCA Interactive Solution:
With Tanger and its agency, SCA Promotions created a custom, online scratch-and-win game. With cash prizes ranging from $500 to the grand prize of $25,000, contestants simply scratched 5 of 25 circles to try and reveal the winning symbols. Secondary prizes were awarded for revealing 4 of 25 and 3 of 25 winning symbols.
Winning symbols include participating sponsors such as Bass, OshKosh B’Gosh, Big Dog Sportswear, Guess, and Reebok. SCA worked with Tanger’s agency, Nunes and Associates to design the online scratch card, provide database management, and cover the grand prize of $25,000!

To communicate the back-to-school promotion, Tanger sent an email and direct mail piece to their current database, as well as placed advertisements throughout each of its outlet centers coast to coast.

Contestants returned to the Web site each day to play for another chance to win great prizes. Even if they didn’t win a prize, customers were able to download sales and coupon offers from participating stores that could be used to save money on their next visit to a Tanger center.

The month-long promotion allowed Tanger Outlet Centers to:

• Increase its customer database through the game’s required registration. To date, halfway through the promotion, entries exceeded Tanger’s expectations by 43 percent.
• Drive traffic to the retail stores.
• Provide high profile exposure for Tanger’s merchant sponsors.
• Raise Tanger’s profile with customers through the large cash prize, covered by SCA.

“I chose to work with SCA because of the confidence I have in them,” says a representative of Tanger Outlet Centers. “They work with you to put together a program to accomplish your objectives.”