Black Friday shoppers go on a SCVNGR hunt

Looking for new ways to engage mobile shoppers in your center? Simon and Coca-Cola have teamed up to do just that starting on Black Friday.

The pair are working with mobile startup SCVNGR. If you’ve heard of Foursquare (and if you’re a regular reader here, how could you not be?), you know the basic premise. Shoppers load up the application on their smart phones and check in at locations around your center. But if Foursquare is a social tool that’s growing into a marketing platform, SCVNGR is social game that has great marketing potential – potential that Coke and Simon have recognized.

SCVNGR is shorthand for scavenger, and this promotion will send Simon shoppers on a scavenger hunt. Signage around the mall will direct shoppers to download and load up the app. While in the app, shoppers can check in as usual, and earn points with the locations they check in at. But they’ll also be given challenges to find certain landmarks and uncover hidden secrets. Those that do will earn points, and those points can be put toward rewards, including Simon gift cards.

Sure, most Black Friday shoppers are on a mission. But this promotion is targeted towards teens, whether they’re hanging out in the mall or reluctantly shopping with mom and dad. And it sounds like SCVNGR will engage them on a much deeper level than your average Foursquare deal.

The company’s website has more information about setting up your own SCVNGR game, and it looks like the app is available internationally.

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