Nintendo launched its Digital Deluxe promotion site for users that purchased a Wii U Deluxe model and any games from the eShop. Signing in using a Nintendo ID, users can enter retail codes or redeem digital purchases to get 10 percent back in points.

Those with at least 500 points can trade them in for an activation code worth $5 of eShop credit. Ineligible for the promotion are items purchased within the Wii compatibility mode, anything on the 3DS eShop or any subscriptions.

Source: Nintendo.net {link no longer active}