Neiman Marks Anniversary With YouTube Campaign
(Promo) A documentary-style video on YouTube marking Neiman Marcus’s 100th anniversary is getting mixed reviews from Web site visitors.
The luxury retail chain is celebrating its latest milestone in a series of four-minute video clips featuring Richard Marcus, the company’s CEO and top designers talking about their favorite memories and attributes of the company.
The first video, called “The Mystique Part 1” had more than 75,000 views since it was posted three days ago. Some criticize the notion of the video, while others poke fun at the speakers and their statements.
“This is seriously a pointless video,” one person wrote on the site. Another wrote, “Neiman Marcus = needless market? I think so. I can’t believe this is featured.”
Still, others applauded the video.
“Happy 100th Anniversary today NM! The documentary is well done,” one visitor wrote. Another said, “I loved hearing the history behind Neiman Marcus. Their 100th anniversary should not only be a celebration of their success but a celebration of the true American ideal of entrepreneurship. Three people started this business 100 years ago and today Neiman Marcus stands as an icon for luxury, quality and the art of high fashion.”
The deal is part of an effort by YouTube to expand video advertising sales, according to Bloomberg.com.
The first video will be featured on YouTube’s home page. Visitors can then visit a Neiman Marcus page to see the other videos.
Financial terms of the agreement were not disclosed.
In-store, Neiman Marcus is toasting its 100th anniversary with a number of events. On Sept. 10, the company offered free chocolate chip cookies with the recipe. On Sept. 12, shoppers could bring in their favorite piece of store memorabilia and have it photographed to enter a contest. The winner will be announced in October and receive 1 million InCircle points, the company said.
Other events include trunk shows and personal appearances from top designers. The events run through October.
The company operates 37 Neiman Marcus Stores in the U.S. and two Bergdorf Goodman stores in New York.
