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March 17, 2011 1:01 AM

Fashion, Media

Neiman Marcus Gets Into Social Gaming With SCVNGR

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....

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. 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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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.

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.

"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."

The social game will run from March 17 through April 10 at all Neiman Marcus locations.

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