Gaming And Geolocation Come To Luxury Retail

Neiman Marcus has paired up with mobile gaming startup SCVNGR for a geolocation-based promotion that runs from March 17 through April 10th at all 41 Neiman Marcus locations.

The luxury retailer will award prizes to shoppers who complete various challenges with SCVNGR’s iPhone or Android apps. Users will be asked, for instance, to head to the beauty counter and snap a photo of themselves wearing a new shade of lipstick.

“We are delighted to introduce this new mobile challenge and are excited about engaging our customer in-store,” said Wanda Gierhart, Chief Marketing Officer, Neiman Marcus Group. The mobile game will be promoted with in-store signage. I hope the POS is compelling, because the typical shopper at Neiman Marcus has likely never heard of SCVNGR.

Smart-phone wielding shoppers who have heard and have downloaded the SCVNGR app to their phones will be entered for a chance to win a $2,500 shopping spree at Neiman Marcus when they participate. Rewards also include a makeover at the le Metier de Beaute counter and a special gift.

Previously on AdPulp: Why Just Check In, When You Can Check In And Win?



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.