The high-end retailer will award a series of prizes to shoppers for completing various challenges with SCVNGR's iPhone or Android apps between now and April 10. Users will be asked, for instance, to head to the beauty counter and snap a photo of themselves wearing a new shade of lipstick, or to identify a trend (such as florals, or statement necklaces) and take a photo of a piece that matches it.
After completing enough promotions, participants will be awarded a makeover from le Metier de Beaute (tier one) and, should they complete even more challenges, a "special" (i.e., unspecified) gift from Neiman Marcus's customer service counter (tier two) and a chance to win a $2,500 shopping spree (tier three).
Although we find the challenge cleverly designed and applaud Neiman Marcus's willingness, as a long-established luxury retailer, to embrace new mobile marketing techniques, we were concerned that the typical Neiman Marcus shopper might not be the most likely candidate for a SCVNGR campaign.
Neiman Marcus has, however, taken pains to ensure that its least mobile-savvy customers can participate. In addition to a dedicated online outreach, Neiman Marcus will also be promoting the campaign via in-store signage and glossy, instructional handouts, Chris Mahl, SCVNGR SVP and chief brand alchemist, explained.
The promotion is available at all Neiman Marcus locations nationwide.
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