The company is running the challenges this October to promote several of its Halloween products. Hot Topic partnered with SCVNGR for the mobile initiative. 

“Working with SCVNGR is a great way to leverage the smartphone and a fun way to engage your young, hip customers with our brand,” said

“We feel that the SCVNGR location-based mobile game platform adds an exciting layer to our store environment.

Hot Topic is a mall and Web-based specialty retailer that offers music/pop culture-licensed and music/pop culture-influenced apparel, accessories, music and gift items for young men and women between the ages of 12 to 22.

SCVNGR is played via iPhone and Android applications.

Hot mobile topics
Hot Topic is running several mobile challenges.

The first is called “What are you gonna be?” Consumers can take a photo as they try on a Halloween costume.

Customers who complete the challenge get rewarded three points.

Here is a screen grab of the mobile challenge:

There is an “Eye Spy Something” challenge that lets consumers snap a photo of the smallest and most interesting knick knack they can find. Consumers can earn three points if they complete the challenge.

Another challenge, “Lyric-ograhpy” lets consumers shop around and create a band’s lyric in photograph form.

Customers who include the lyric in the caption receive three points.

After completing the mobile challenges, consumers can redeem them for discounts and rewards.

Here is another screen grab of the application:

One point gets them 10 percent off a purchase of one item, 10 points gets consumers free candy and 25 points gets customers $10 off a Hot Topic purchase.

“Starting next week we will have in-store signage at all of our retail locations nationwide,”
“We also view this as a great opportunity to have our employees interact with our customers in a unique way.”

Final Take
Rimma Kats is editorial assistant on Mobile Commerce Daily, New York