The high-end apparel and accessories retailer will hide 15 Nancy Gonzalez clutches (pictured right) at 15 of its 41 stores. Visitors who check in to Neiman Marcus on Oct. 1 will see a message indicating whether they are in the vicinity of a clutch and, if so, where to search for it. The first players to retrieve those clutches get to keep them.
Shoppers who aren't able to unearth a clutch can enter to win one. Each store will reward a clutch to a randomly selected entrant. In all, 56 Nancy Gonzalez clutches will be given away.
Scavenger-style mobile hunts are nothing new. In fact, Neiman Marcus hosted a nationwide SCVNGR challenge in stores this spring. Shoe and accessories label Jimmy Choo and Mattel's Barbie franchise have staged hunts in urban centers across the globe. Neiman Marcus's October campaign is unusual in that it takes place entirely within the confines of its stores -- which, given that it's meant to drive people into stores for the event, makes a good deal of sense.