Retail Jewelers Discover Diamond Dashes

Diamond Dashes have become the promotional event du jour for jewelry retailers, with many benefiting from increased Web and store traffic, new bridal customers, and a significant boost to their databases including much-coveted e-mail addresses and cell phone numbers of Gen X and Y members. The company behind these events is SCVNGR, a mobile marketing and gaming business that took on its first private-sector client in 2008 and now works exclusively with retail jewelers. The SCVNGR story begins at Princeton University, where company CEO Seth Priebatsch studied. As part of an assignment, he created an algorithm that could move people from point to point. A software application came next, and, with some fine tuning, Priebatsch developed a mobile marketing model. His first clients were mainly other Ivy League colleges that were organizing scavenger hunts as part of fr

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