UK-based retailer Topshop has partnered with location-based mobile gaming app SCVNGR to get students into stores for back-to-school shopping.
Beginning September 5, anyone within a 500-meter radius of a Topshop location can play the game via SCVNGR’s apps for iPhone [iTunes link] and Android devices. Players choose the reward they want — say, a 20% in-store discount or a chance to win a £500 shopping spree — and complete challenges to achieve the required number of points.
As with Neiman Marcus’s SCNVGR campaign last spring, challenges are designed to get shoppers more thoroughly engaged with merchandise. Participants will be asked to snap photos of their favorite “back to college” outfits and items corresponding with certain trends, among other tasks.
The program won’t end once class is in session, however; new challenges and rewards will be released October 6.
The SCVNGR campaign is the latest in a sequence of digital and mobile initiatives developed to draw visitors into shops and more thoroughly engage them while they’re there. Last spring, the retailer set up an augmented reality-powered fitting room in its flagship store in Moscow, followed by Instagram-styled photoshoots at outlets in the U.S., UK and Ireland.
The campaign is even more significant for SCVNGR, as it marks the startup’s first major brand partnership outside of North America. As such, SCVNGR will be an unfamiliar name to most — “our presence in the UK is small, but growing fast,” admits SCVNGR founder and CEO Seth Priebatsch — but the app is relatively intuitive to first-time users and, unlike location-based social networks, it doesn’t require a large existing userbase to be successful.
Priebatsch adds that the company will launch a number of other UK and Europe-based campaigns in the coming months, having received its most recent round of funding from UK-based Balderton Capital.
Image courtesy of Flickr, Magnus D
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Posted on Mon, 22 Aug 2011 16:51:23 +0000 at http://feeds.mashable.com/~r/Mashable/~3/pToTW2raOZY/
Comments: http://mashable.com/2011/08/22/topshop-scvngr-school/#comments
Beginning September 5, anyone within a 500-meter radius of a Topshop location can play the game via SCVNGR’s apps for iPhone [iTunes link] and Android devices. Players choose the reward they want — say, a 20% in-store discount or a chance to win a £500 shopping spree — and complete challenges to achieve the required number of points.
As with Neiman Marcus’s SCNVGR campaign last spring, challenges are designed to get shoppers more thoroughly engaged with merchandise. Participants will be asked to snap photos of their favorite “back to college” outfits and items corresponding with certain trends, among other tasks.
The program won’t end once class is in session, however; new challenges and rewards will be released October 6.
The SCVNGR campaign is the latest in a sequence of digital and mobile initiatives developed to draw visitors into shops and more thoroughly engage them while they’re there. Last spring, the retailer set up an augmented reality-powered fitting room in its flagship store in Moscow, followed by Instagram-styled photoshoots at outlets in the U.S., UK and Ireland.
The campaign is even more significant for SCVNGR, as it marks the startup’s first major brand partnership outside of North America. As such, SCVNGR will be an unfamiliar name to most — “our presence in the UK is small, but growing fast,” admits SCVNGR founder and CEO Seth Priebatsch — but the app is relatively intuitive to first-time users and, unlike location-based social networks, it doesn’t require a large existing userbase to be successful.
Priebatsch adds that the company will launch a number of other UK and Europe-based campaigns in the coming months, having received its most recent round of funding from UK-based Balderton Capital.
Image courtesy of Flickr, Magnus D
For more Business & Marketing coverage:Follow Mashable Business & Marketing on TwitterBecome a Fan on FacebookSubscribe to the Business & Marketing channelDownload our free apps for Android, Mac, iPhone and iPad
Posted on Mon, 22 Aug 2011 16:51:23 +0000 at http://feeds.mashable.com/~r/Mashable/~3/pToTW2raOZY/
Comments: http://mashable.com/2011/08/22/topshop-scvngr-school/#comments