Bloomingdale's Scavenger Hunt
Retail Clothing Industry
Bloomingdale's
2016
New York City, NY, USA
Opportunity
Bloomingdales was facing an issue with attracting a younger target audience. They were, “concerned about low engagement with their target audience and believed most millennials didn’t even know about all of the cool hidden nooks and crannies in their stores.”
Solution
In order to bring in a younger audience and foster interactions between them and the brand, Bloomingdales utilized Snapchat geofilters to create a scavenger hunt sweepstakes around the store. Bloomingdale's posed challenges to interact with merchandise and share their experiences, all while learning about the lesser-known stories of the store.
Activation Breakdown
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Hundreds of Snapchat geofilters around the store.
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Raffle-style giveaways for those who completed the scavenger hunt.
Results
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Hundreds of target-audience members flooding the stores and learning about the history and the brand.
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Thousands of posts from the event on Snapchat, Facebook, Twitter, and Instagram.
Takeaway
This activation is a perfect example of utilizing current popular technology to achieve their goal. In 2016, geofilters were extremely new and popular and Bloomingdale was incredibly smart for jumping on the trend. The ability to utilize this technology to get consumers to explore the store, interact with merchandise and salespeople, and have fun is a great way for the brand to foster an enjoyable time all while achieving their own activation goals.
Hill, C. (2019, December 14). We Designed A Custom In-Store Scavenger Hunt for Bloomingdale’s. Museum Hack. https://museumhack.com/bloomingdales-custom-scavenger-hunt/
In Action
