Neiman Marcus Preps Foursquare Challenge

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Neiman Marcus will conduct its first Foursquare challenge Oct. 1 in conjunction with the Neiman Marcus Shoe & Handbag Event.

Neiman Marcus will hide 15 Nancy Gonzalez clutches (which retail for about $1,400) in secret locations throughout its stores nationwide between noon and 4 p.m. Participants will engage in a hunt for the clutches by unlocking a message when they check into Neiman Marcus stores on Foursquare. The "Check-in Special" will indicate whether the user is in the vicinity of a hidden clutch, and if so, where to look for it. The player who first locates the handbag gets to keep it.

In addition, all 41 Neiman Marcus stores will offer Foursquare users the opportunity to register to win a Nancy Gonzalez clutch. Every store will award one of the clutches to a randomly selected registrant. A total of 56 clutches will be awarded.

Neiman Marcus is trying to reach both new and loyal customers with the mobile/digital promotion, says Gabrielle de Papp, vice president of corporate public relations and social media, Neiman Marcus Group.

The high-end retailer is promoting the event on Twitter and Facebook, on its daily news blog at http://www.NMdaily.com and its Web site. To participate in the Foursquare challenge, customers will need to download the Foursquare app at the Android Market or the Apple App Store onto a smartphone. Upon arrival at their local Neiman Marcus store, they will then check in to the location with the Foursquare app. They will be prompted either to search for a hidden clutch on the premises, or to register for a chance to win one later.

Neiman Marcus hosted a challenge with mobile gaming startup SCVNGR in the spring. In that promotion, the retailer awarded a series of prizes to shoppers for completing various challenges with SCVNGR's iPhone or Android apps.

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0 comments on "Neiman Marcus Preps Foursquare Challenge ".

1. Optify Inc. from Optify
   

   commented on: September 30, 2011 at 3:40 p.m.

   Very interesting campaign! This is similar to something we did at this year’s Dreamforce event. Even though the scavenger hunt Neiman Marcus is hosting is for consumers, we found a way to do something similar at a B2B-focused trade show. Learn more about how we drove traffic to our booth though Foursquare specials, here: http://www.optify.net/marketing-tips/locationbased-event-marketing-foursquare-dreamforce-case-study/
   

2. Brent Bouchez from Five0
   

   commented on: October 3, 2011 at 12:32 p.m.

   Is anyone going to ask the obvious question? Does this sound like something that goes with the Neiman Marcus brand? A scavenger hunt? Really? I'm sure it will draw a crowd...but does it send the right message about a luxury brand? As one
   consumer who really likes NM, I would say no.

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