InStyle, Saks Fifth Avenue, Nars and Foursquare are collaborating on an interactive new promotion that involves all four at once: shoppers at Saks can check in on Foursquare to InStyle-branded “hot spots” throughout the store, and win prizes — or rather, one specific prize: Nars’ new, must-have Pure Matte lipstick.
The hot spots are located in four different departments around Saks stores nationwide (two in womenswear and one in shoes and beauty). The challenge is for shoppers to locate where exactly the hot spots are placed in those departments. Winners have the opportunity to choose from all six colors in Nars’s Pure Matte lip collection.
Carla Dunham, a spokeswoman for Saks, has high hopes for the promotion: “The strategy is to engage InStyle readers in our offerings and to encourage them to visit multiple departments in our stores…We were attracted to Foursquare’s ability to engage customers in exploring destinations and felt it would be a great way to encourage new customers to visit our stores.”
Brands have flocked to Foursquare for its ease of use, fun design and, most importantly, its ability to extend brand outreach to a younger and more tech-savvy audience. It’s also smart marketing: Turning to social-networking apps like Foursquare to increase awareness about new products or services lets brands “smartly invest early in the growth of the networks, using them to reward [customer] loyalty, provide local details or to provide insider information” on sales and promotions, according to Ad Age.
By merely supplying the prizes, Nars spreads the word about its product. And the whole giving-it-away-for-free thing doesn’t hurt, either.