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| Neiman Marcus |
Following the launch of its NMdaily blog last week, the department store continues to bolster its social media profile in the form of a partnership with geo-location application SCVNGR.
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It's the first interactive mobile initiative for Neiman Marcus, and it coincides with the kickoff of the Big Night Out campaign -- which is centered around finding the perfect dress for every celebration on your spring social calendar.
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| SCVNGR |
Once players download the free SCVNGR app for iPhones or Androids, search for their store location and check in, there are Neiman Marcus-centric challenges specifically designed to draw in consumers and engage them with an interactive store experience. Users can play the three-tier challenges, and earn points and unlock rewards upon completion of each tier, including makeovers and gifts from Le Metier de Beaute or a $2,500 gift card to the department store.
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In addition to reaching a new customer demographic, encouraging user-generated content and creating an interactive shopping experience, Neiman Marcus Group's chief marketing officer Wanda Gierharth hopes the program engages in-store shoppers during the Big Night Out event.
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"We love the added layer of engagement on this platform. Players are encouraged, not only to check in, but to explore the store, answer questions," Gierharth told WWD. "SCVNGR has over a million players nationwide with comparable customer demographics to the audience we are focusing on for our event. In addition to this we like the idea of reaching out to a wider group of people."
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| Scvngr |
The social game will run from March 17 through April 10 at all Neiman Marcus locations.