The company partnered with Scvngr on the promotion. Fashion-savvy consumers can compete in challenges through the Scvngr app that lets them earn rewards on their back-to-school gear.

“Forever 21 makes fashion fun and we wanted an interactive game that would reflect that,” said Linda Chang, senior marketing manager at Forever 21. “Scvngr offered a widely accessible platform and their games reflect our desire for fun shopping.

“Fast fashion means it has to be accessible and mobile is highly accessible,” she said. “Our customers are very active on new media such as app and they like the ability to share with their friends.”

Forever 21 is a specialty retailer of women’s, men’s and children’s clothing and accessories.

Scvngr is a free location-based game and gaming platform. People play Scvngr via iPhone and Android wherever they go to check-in, complete other challenges, earn points and unlock rewards, all with the ability to share their activity with their friends on Facebook and Twitter.

Mobile style
As part of Fashion’s Night Out and until Oct. 10, shoppers can visit any of the 469 Forever 21 United States locations and play Scvngr to win rewards such as 10, 15 and 21 percent discounts off of in-store merchandise, as well as a chance to win a free outfit.

Consumers can compete in several mobile challenges including Denim Is In where they can check out a clip on all of the denim styles available and type what their favorite is within the Scvngr app.

Users can also play Super Speedy Fashion where they can choose a Forever 21 item that will transform their outfit in a flash.

There is also the What To Wear challenge where consumers can find the right outfit that makes them feel like a million bucks.

Forever 21 decided to partner with Scvngr to create new shopping experiences for its customers and a new way for them to engage with its products.

“The Forever 21 campaign was meant for women ages 18-24 to experience something different and interactive in-store,” said Chris Mahl, senior vice president and chief brand alchemist at Scvngr.

“The first part of the campaign was to build awareness of Forever 21 as a trendy retailer that participates in Fashion’s Night Out,” he said. “The second part of the campaign was meant to drive awareness of Forever 21 as a social media-savvy company, increase awareness of the variety of Forever 21’s clothes and their fashion-savvy recommendations, and to reward consumers for loyalty to and engagement with the Forever 21 brand.”

Mobile past
Forever 21 is no stranger to mobile.

Last year, the company made its entrance into the mobile commerce space via a new application and site that featured its entire inventory. The company updates the application with hundreds of new styles daily (see story).

“Scvngr’s challenges were built around Forever 21’s brand and product goals in order to make consumers aware of these important parts of Forever 21’s brand and to better connect Forever 21 with their fans in-store,” Mr. Mahl said. “Scvngr challenges will bring consumers back multiple times to earn Forever 21 rewards.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York