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Jonathan S. Paul
Operating Vice President, Social Media and Paid Media, Bloomingdale’s
Bloomingdale’s encouraged Snapchat’s millennial-saturated user base to explore its brick-and-mortar locations by hosting an in-store scavenger hunt using the platform’s sponsored geofilters. eMarketer’s Tricia Carr spoke with Jonathan S. Paul, operating vice president of social media and paid media at Bloomingdale’s, about what the high-end retailer achieved through its Snapchat “Swipestakes” and the unprecedented benefits that sponsored geofilters can offer retailers.
eMarketer: Tell us about Bloomingdale’s recent in-store scavenger hunt.
Jonathan S. Paul: Our Snapchat Swipestakes was a brief execution over Labor Day weekend to build awareness for the fall 100% Bloomingdale’s merchandise program, when we launch 100 capsule collections [essential clothing items that don’t go out of fashion] from designers across women’s, men’s and home.
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