An iPhone app that lets users 'collect' discounts virtually can be used in Thecentre:mk.
Shoppers can download iBalloon, capture virtual balloons using their iPhone while walking around the shopping centre in Milton Keynes, and receive discounts in stores.
Toy stores in the shopping centre include The Entertainer, Lego and Disney.
The iBalloon discount offer will run until the evening of Sunday, October 14th. Shoppers can also win a ride in a hot air balloon and a £500 gift card.
Thecentre:mk's head of marketing and communications Melanie Beck said: "68 per cent of the average shopper is between the age of 16 and 44, with 64 per cent of customers between that age bracket using a mobile device to access Thecentre:mk's website.
"We wanted to bring something exciting to the shopping centre with interactive technology that both stimulates and benefits our customers.
"Quality discounts provided by retailers ensure that iBalloon users get a combination of both the traditional and mobile shopping experience, meeting ever-changing technology needs without alienating our traditional shopper."
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