The SCVNGR rewards pilot program, which launches today, extends to 50 stores across the midwest. The stores testing the initiative will be decked out with
Perhaps most interesting is that AT&T has opted to offer players one very substantial reward: $50 off a Samsung Captivate. The Android phone retails for $199.99 with a two-year contract, but SCVNGR players can take $50 off the purchase price once they earn 15 points and unlock the reward. The reward is even retroactive, so players can buy the phone, download SCVNGR, complete challenges and get $50 back after the fact.
AT&T is offering two other challenge-based rewards. Players who earn two points can unlock the Bizz Bizz Buzz Challenge for a free ringtone gift card. Additionally, players can unlock a 20% discount on any accessory after accruing five points. Players can only attempt one reward at a time, but they're not limited to redeeming just one and can choose the order in which they attempt to unlock each reward.
AT&T's take on location-based deals is interesting given the service it decided to use -- SCVNGR as opposed to Shopkick or Foursquare -- and the type of discounts it's offering. SCVNGR CEO and Founder Seth Priebatsch hints that AT&T was drawn to SCVNGR because it could script challenges and offer rewards for behaviors, as opposed to giving away coupons.
In talking with other prospective and current retail partners, Priebatsch has found a "totally unambiguous unsatisfication around couponing," who see coupon apps as "a race to the bottom."
Given the recent launch of Facebook Places, retailers will likely be exploring ways to tap into checkins generated from the world's largest social network. Partnerships of the AT&T variety prove SCVNGR has the potential to remain relevant even amidst heavy competition.
