Bloomingdale’s Embraces Scavenger Hunts

OK, so apparently, Bloomingdale’s has taken some cues from the Pokémon GO craze.

Or, at least, that’s the impression after the luxury retailer held an in-store scavenger hunt using geofilters and Snapchat.

“Hiding hundreds of Snapchat filters at local stores around the country felt like a fresh take on a scavenger hunt or sweepstakes,” Jonathan Paul, operating vice president of social media at Bloomingdale’s, told Luxury Daily. “One of our insights came from Pokémon GO and that mobile user behavior. We thought that, if we could gamify Snapchat geofilters, we could connect with shoppers in a playful and creative way. We cannot wait to receive Snaps from shoppers entering our Swipestakes.”

For the promotion to work, Snapchat users could go to their local Bloomingdale’s to find hidden geofilters using the artwork of artist Greg Lamarche.

Lamarche’s work is displayed at Bloomindale’s flagship store at 59th Street in New York City as part of the promotion.

“The omnichannel aspect of this campaign is precisely what makes it so strategically compelling,” Paul said. “It is activating social, local and mobile media to drive prospects to our brick-and-mortar stores. The collaboration with designers has been terrific, not only from a product development point of view but in marketing, too.”