Neiman Marcus

Neiman Marcus

Neiman Marcus, a women-focused retailer, is leveraging Scvngr for a new mobile initiative that rewards consumers for completing specific, brand-related challenges. Those who participate could win prizes ranging from free makeovers to a $2,500 shopping spree, Direct Marketing News reports.

"Campaign challenges include photographing a favorite dress detail or sharing what criteria consumers consider when picking out a prom dress. Except in the case of the shopping spree, the campaign's rewards will be delivered to consumers' mobile phones upon the completion of each challenge," notes the source.

According to Wanda Gierhart, chief marketing officer at Neiman Marcus, the goal of the campaign is to collect information about consumers that could be used to enhance the overall shopping experience. The mobile initiative, which runs until April 10, will be promoted through a multichannel marketingcampaign that leverages online banner ads and Nieman Marcus' Facebook and Twitter profiles.

According to a recent report from eMarketer, nearly 150 million consumers actively use social networks, which makes them valuable tools for promoting sweepstakes and competitions.
Sources: http://www.ricg.com

Neiman Marcus