Effort: American Express/Godiva mall promotion.
Twist: AmEx linked with Godiva for a promotion this spring at 18 malls owned by Taubman and eight owned by CPI. Anyone using an AmEx charge card for payment anywhere in a participating mall gets a coupon good for a two-piece Godiva chocolate reward available through Godiva stores in each mall. AmEx says the promotion has increased transactions significantly.
Vital statistics: The promotion, which began April 1 and ends May 31, is one of a series of new in-mall efforts since the charge card marketer inked a long-term sponsorship deal last year with Taubman and established sponsorship relationships with several other mall developers. It's backed by extensive in-mall signage and point-of-purchase materials at retail locations throughout the malls. In malls with no Godiva store, another upscale chocolatier participates.