BEFORE WE BEGIN
This is the first in a series of white papers we plan to publish this year capturing and exploring interesting happenings in the digital and social worlds. It¶s no secret that location-based mobile social check-in services have exploded this year (heck, by the time this is published, Facebook will have launched their own check-in version). There are a lot of players: Foursquare, Gowalla, Whrrl, Loopt, Brightkite and a handful of others. While Foursquare may not be the biggest, it is the media darling and seems to have the attention of quite a few marketers. For that reason, this mobile location-based check-in deck will focus on what is happening on Foursquare from a marketing perspective.
Users who check into any given location more than anyone else become the ³mayor´ 2. Check-in: each time a user enters a location. a quick lesson. they can use their mobile devices¶ GPS and the Foursquare app to announce their presence at this location. Badges: users can earn various badges for check-ins and tasks completed (see the next page for some examples) 3. There are three core user components to the service:
1. It is an app that uses the GPS in a mobile device to help users identify their Foursquare ³friends´ where they are. appetizers or discounted food to the ³mayor´ of their location.A LITTLE ABOUT FOURSQUARE
For those of you unfamiliar with Foursquare.
. They play against their friends and geographic destinations each week to see who can earn the most points
Some of the initial marketing efforts on Foursquare involved small local and mom/pop restaurants and bars that would offer free drinks. It wasn¶t long before bigger brands started to notice the potential of creating marketing and loyalty programs on Foursquare. Foursquare is a mobile social networking tool/game founded in March 2009. Points: Foursquare users can earn a variety of points for their check-ins.
Click here to learn more about these badges and many more.
Read more here. Learn more here.#1 STARBUCKS
Starbucks was one of the first national brands to recognize the potential in Foursquare.
Sources: The New York Times and GPSBusinessnews.com
. In May Starbucks implemented a monthlong ³mayor´ offer for each location. It started in March when coffee addicts could earn a barista badge by checking into five separate Starbucks locations. The ³mayor´ of each Starbucks location is entitled to $1 off of any Frappuccino. one time for the month of June.
The Millionaire Matchmaker.
Source: The New York Times
. The Real Housewives and Shear Genius. The locations will be picked by Bravo to correspond with select Bravo shows including Top Chef. Kell on Earth. Top Chef Masters. Learn more here.#2 THE BRAVO NETWORK
The Bravo Network is offering Foursquare players badges and special prizes when viewers visit more than 500 Bravo locations.
com and wirefresh.com (picture)
. Those who merely check in on Foursquare will receive a free side dish for their patronage should they spend more than £10 (or around $14.50).
Sources: Mashable.#3 DOMINO¶S PIZZA
Domino¶s UK is running a nationwide Foursquare promotion that rewards mayors with a small free pizza each Wednesday. Learn more here.
If they succeed they will win a pair of trainers in the size and style of their choice.com
. Learn more here.
Source: misscooca.#4 JIMMY CHOO
Jimmy Choo has teamed up with Foursquare to create a treasure hunt around London (called Catch-a-Choo) which sees a pair of Jimmy Choo trainers checkin at locations across the fashionable city. Contestants in the online interactive competition will need to follow the check-ins and arrive at the location before the pair of trainers leaves.
Loot is a loyalty-based program which will map out 200. letting users check-in to get a Pepsi badge and show that badge at the point of sale to redeem an offer.
Sources: MobileMarketer. Concurrently. they are alerted to offers in their area) to integrations into their back-end system.000 Pepsi serving locations and allow users to collect points toward free music downloads.com
. Learn more here. Pepsi is rolling out its own location-based check-in service called Loot. Integrations could range from the basic existing offer set Foursquare provides (when users check in somewhere.com and MobileBehavior.#5 PEPSI
Pepsi is partnering with Foursquare to provide proximity-based offers for people who check into certain locations.
the restaurant-guide publishers. Chicago and other major cities. Zagat also plans to run a series of ³Meet the Mayor´ interviews on its website. featuring Foursquare users who have checked in enough times at a particular location to earn the ³mayor´ title.
Source: The New York Times
Foursquare and Zagat. Zagat will begin piping tips and recommendations into the Foursquare system. San Francisco. Learn more here. In addition to offering a special badge for Foursquare users. Foursquare plans to offer a ³Foodie´ badge that can be earned by checking into Zagat-rated restaurants in New York. recently announced a partnership.
. The promotion offered 50 ³Romantic Tips´ around the cities (New York City.
Warner Bros. starring social media darling Ashton Kutcher.
Source: mobilebehavior. Chicago.#7 WARNER BROS. Studio used Foursquare to promote the February release of Valentine¶s Day. Los Angeles and Boston) that the movie takes place in. San Francisco. If users checked into any two of these locations they unlocked a special Valentine¶s Day badge.
com and Tastidlite.#8 TASTI D-LITE
Tasti D-Lite has announced the rollout of TastiRewards. a rewards program that incentivizes customers to associate their Twitter and Foursquare accounts with their Tasti D-Lite membership cards.
Sources: Mashable. They¶ll also update their Twitter and Foursquare accounts each time the card is swiped and points are earned or redeemed. Learn more here. but those who opt into the social media bonuses automatically will earn additional points. Customers can use their TreatCards (which also double as gift cards) to earn points for purchases.com
and can win special badges that have been created for the newspaper.#9 THE WALLSTREET JOURNAL
Journal readers can get news and reviews about local spots in the Big Apple through a partnership with Foursquare.´ Learn more here. they appear as related ³tips. so that when a user checks in at that spot with Foursquare. The news and review items are tagged by the Journal with specific locations.
Source: gigaom. including the ³Urban Adventurer.com
.´ ³Banker´ and ³Lunch Box´ badges.
Four people who unlocked the badge in New York were randomly chosen to receive tickets to the Marc Jacobs show. Marc Jacobs and Foursquare created the ³Fashion Victim´ badge. It took the online interactions offline through Foursquare. which allowed Fashion Week attendees (and others) to checkin at any Marc by Marc Jacobs stores in New York and around the country to unlock the badge.#10 MARC JACOBS
For Fashion Week 2010.com
. Learn more here.
Source: Mashable. the Marc Jacobs brand decided to go beyond just digitally streaming their runway shows.
Sources: GP. in New York City. the first-ever Coach Men¶s Store is giving out free cologne to the first 200 people to checkin on Foursquare.com
.#11 COACH MEN¶S STORE
Opened on May 7. 2010. Learn more here.
.com. and demonstrates both the kind of marketing campaigns we will be seeing much more of. and how mainstream casual gaming has become. London Business School.K.co.. Harvard and Columbia will be able to earn secret codes that will give them access to premium subscriptions for FT. More venues will be added as the campaign continues.
Source: guardian. Learn more here. Foursquare users at the cafes in Cass.#12 THE FINANCIAL TIMES
The Financial Times deal with a handful of leading business schools is the first major deal for the location service Foursqure in the U.
Cocktails. Living. Unlock one or all four of the badges: Culture. Flavorpill. A press release stated: ³Hustle your way in to the NYC scene with HBO¶s How to Make It. it seems HBO is hoping fans live vicariously through the characters and emulate their lifestyles.com
Source: Adage. and Nightlife. Racked. Need some tips? Check out these sites ± Blackbook. Eater.´ Using bits of content.#13 HBO
HBO and Foursquare have inked a deal around the new HBO original series How To Make It In America. and Urban Daddy ± for more game.
as well as to inspire campus visitors to explore the grounds and uncover tips or share to-dos. which describes a partnership that essentially tacks an official Harvard-specific game with a special collegiate badge on the existing Foursquare functionality and purpose. The primary idea behind the collaboration is to encourage students to connect more with friends and professors through location-based game play.#14 HARVARD
Harvard has partnered with Foursquare to create a campus-based game that rewards students with badges and points for exploring the school and surrounding places of interest.
. Learn more here. The news hails from the Harvard Gazette.
the free newspaper that is distributed on subway trains and other locations in various cities.
Sources: gigaom. Learn more here and here.#15 METRO
Foursquare has inked a partnership with the Canadian version of Metro.com
. that will give its users the ability to see local news and reviews related to a specific location where they are checking in using the service¶s iPhone or BlackBerry app.com and metronews.
too. Learn more here. What Chilli Wants.com and screen grab by Tristan Walker (Foursquare business development)
Sources: Techcrunch. which it¶s using to post ³tips´ about locations featured in its latest reality show. Foursquare is promoting the channel as a service that helps users find sites of interest in their cities.#16 VH1
The VH1 music entertainment network has created its own Foursquare account. Other VH1 shows are funneling tips about featured locations into the official VH1 Foursquare account. These tips appear both on the Foursquare service and as pop-ups onscreen during the broadcast of the series. The pop-ups feature Foursquare¶s branding and URL information. a dating-oriented series.
they will see the pieces of advice. The other two badges are the ³PA Shooflyer´ for visiting restaurants and the ³PA Retail Polka´ for shopping. The tourism board is also offering users three virtual badges based on their activity. For instance. Learn more here.com
. Foursquare users who visit three recommended historical sites earn a ³PA 4 Score and 7´ badge.´ A centerpiece of the effort is a program with Foursquare that has sprinkled 100 tips at locations across the state.
Source: Adweek.#17 PENNSYLVANIA TOURISM
The Pennsylvania Tourism Board has launched a summerlong campaign called ³The Fantastic Roadtrip-a-Matic. When Foursquare users check in at one of the locations.
Learn more here.
Sources: culture-buzz. The Story of Us.000 locations of historical merit (in 19 cities) can unlock the limited-edition History Channel badge and learn illustrative tidbits about the area.com
.´ For the next few months.#18 THE HISTORY CHANNEL
Foursquare has sealed a deal with The History Channel to promote the 12-hour TV miniseries America. labeled as an ³event that tells the extraordinary story of how America was invented. Foursquare users who check in at one of 1.
. entice users to checkin at the mall. visible from the strip.#19 PLANET HOLLYWOOD LAS VEGAS
Foursquare is getting love in the bright lights of Las Vegas. If you do so. they might highlight your checkin. Visitors also may get offers for freebies from the stores in the Miracle Mile Shops. any tips and even prominently show the current mayor of the mall. This picture was taken at the Miracle Mile Shops attached to the Planet Hollywood hotel in Las Vegas.
Source: Techcrunch. The huge outdoor ads.
AND FINALLY« IMITATION IS THE SINCEREST FORM OF FLATTERY
#20 HUFFINGTON POST
The Huffington Post. the locationbased social network that allows users to win ³badges´ for checking in at various places. Learn more here. taking a cue from Foursquare.
Sources: Businessweek. has launched a similar feature for regular readers of the news site.com and HuffingtonPost. while the Superuser badge rewards readers for commenting on stories and for sharing them through services such as Twitter and Facebook. The Moderator badge is based on how many comments a reader flags. HuffPo now offers three badges that readers can win.com
. The Networker badge is based on connections with other readers and with Facebook or Twitter.
Many marketers will ask. media and entertainment outlets really seem to be the first adapters of Foursquare. will be the big winners. consumers will be using their mobile devices like never before. YouTube. CPG is starting to take notice. Flickr and corporate blogs. With the explosion of smartphones and 3G networks.
. the savvy marketers are going to add location-based services like Foursquare to their social arsenal that already includes the basics such as Facebook. when they are.WRAP-UP
Retail. Moving forward. Twitter. Staying connected in the mobile social space is a huge part of that and brands that can figure out how to be involved by adding value. why does this matter? It matters because of engagement and being where your customers are. but not being in the way.
and check out our 10 Trends to Watch in 2010. www. If you would like a complimentary subscription to any of these newsletters.com.CONTACT AND MORE INFORMATION
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