I’ll let that title sink in for a second. Recently I’ve  been praising SCVNGR’s PR strategy, but yesterday threw me for a loop. SCVNGR has orchestrated a series of press releases and milestones almost every week, giving bloggers consistent content to write about, which works great when the ledes are substantive and interesting.

I got my hands on an embargoed press release, scheduled for 9AM Thursday morning, announcing in-store discounts at Hot Topic (does anyone actually shop there?). A pretty thin press release, to be sure. But then checking SCVNGR’s blag yesterday, I found something far more interesting!

From the blag: “SCVNGR’s latest (and greatest) update: Mandatory Justin Bieber haircuts for everyone in the building. Man, woman, delivery guy–no bang goes unBiebered. We’ve seen an unprecedented spike in productivity since the coif launch, and team morale is at an all time high.”

What the heck does that even mean? Are they going after CEO of HubSpot, Brian Halligan’s silvery coif, previously covered here on BostInno or are they just really into tweens?

We can’t confirm exactly what went on yesterday at SCVNGR HQ, as we were too afraid of the answers we might get from poking around, but according to the blag: “At 8 AM EST, a flock of stylists arrived at HQ to give this company the makeover that we need to prepare us for the unavoidable trappings of fame.”

While a company full of teenage pop stars incites nausea in most of us, maybe the Bieber baptism will work for SCVNGR.

In any case, here are the details on the Hot Topic in-store rewards:

• 10% off your purchase of one item with just 1 point! (Do anything and you’ll unlock this.)
• Free candy at 10 points!
• $10 off anything you buy at Hot Topic with 25 points!

Challenges include:

• Take a pic as you try on your costume of choice. 3 points!
• Snap a photo of the smallest yet most interesting knick knack you can find. The button display always provides a plethora of options here. 3 points!
• Lyric-ography Shop around and create a band’s lyric in photograph form. Include the lyric in the caption! Example: An arm of watches for Ke$ha’s “Tik Toc.” 3 points!

For the maybe two percent of our readers who shop at Hot Topic, enjoy saving money on your graphic tees and skinny jeans.

To find out more about SCVNGR, visit their website, “like” them on Facebook, and follow them or Twitter.