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.
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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.