foursquare // sports

2011- 2012

for sports // intro

Foursquare is partnering with the worlds biggest names in sports to engage and reward the millions of fans who check in on foursquare.

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for sports // intro

Foursquare connects you to your fans, and helps them discover new places. Whether at the stadium or in a sports bar. In your city, or thousands of miles away. Make game day even more social Connect with displaced fans & help them nd other fans Reward loyal fans wherever theyre watching Bring your brand into fans everyday lives

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for sports // intro Sports partnerships usually have 5 major components:

1. Pages create a foursquare Page to establish a branded experience 2. Tips and Lists engage users with location-based Tips and information 3. Specials reward your fans with in-stadium Specials 4. Badges launching team Badges to make it more fun 5. Promotion build awareness and excitement around your campaign to maximize its potential
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get started:" pages, tips & lists

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for sports // pages Create a Page!

Launch a Page with a unique custom banner to establish a branded foursquare experience. With a Page, you automatically get added to our Page Gallery so the foursquare community can easily nd you.

NHL Page
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Page Gallery
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for sports // pages Self-Serve!

As long as you have a Twitter handle, you can create a Page in minutes (for free!)!

https://foursquare.com/create_page
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for sports // tips Add Tips to your Page!

Tips are tidbits of info you can add to any location relevant to your fans. Tips can be left around the stadium, at sports bars, historic landmarks really anywhere. To add a Tip, search for a venue on foursquare.com and enter a Tip on the venue page.
(1) Search for venue

(2) Add Tip

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for sports // tips How Tips Work!

When users check in at locations, they look at the tips section for advice on what to do. There can sometimes be hundreds of tips at a given venue. But when your Followers check in at (or near) a place your tip will pop up in their phone in priority over the others. Hence the importance of promoting your page and building your followers. !

Magic!

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for sports // tips Best Practices !

provide interesting context

add photos & links to make them stand-out

give insider information give insider information

be clever, use a fun tone

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for sports // lists Create Lists !

Lists allow you to easily brand and organize all your great Tips into separate lists. Here are some successful examples: Washington Redskins created a List for displaced fans to help them nd the bars around the country to watch Redskins games The U.S. Open created Lists to help fans explore all the events at Flushing Meadows, including the best places to eat and shop around the stadium The PGA created Lists for the FedEx Cup Playoffs and THE PLAYERS Championship with insider info on the best spots to catch the action on each green

Prominent follow & share buttons

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for sports // lists

Lists are location-based suggestions that can improve the game-day experience. Think of lists as a handy mobile guide for all the places your fans should try out. Connect displaced fans by creating a list of bars in every major city where they can watch the game with fellow fans.

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specials

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for sports // specials

Surprise and reward your fans by offering in-stadium Specials during the game. Specials encourage fans to check in and add value to the game-day experience.

Locked Specials

Welcome to Soldier Field!

One lucky foursquare user will win a signed game day football. Check the scoreboard at halftime to see if youve won!

Welcome to Soldier Field!

One lucky foursquare user will win a signed game day football. Check the scoreboard at halftime to see if youve won!

Unlocked Special

As a teaser, users can see Specials they have not unlocked, in black and white and with a message prompting them to action.

When a Special is unlocked, it is shown in full color and is stamped with a date and time. The unlock screen is only viewable at the time of unlock, so users must redeem immediately.
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for sports // specials Examples!

Specials are typically discounts or unique experiences that can be redeemed at the location. Some recommended use cases:

A Flash Special is a time-sensitive, limited quantity Special Its unlocked by the rst # people to check in to your venue at a designated time Example: Youre one of the rst 20 people to check in to Red Bulls Arena! Go claim your free Red Bulls soccer scarf at The East Gate Sports Shop. Early birds do get the worm. A Swarm Special rewards large groups of fans checking in together You set a minimum and maximum threshold needed to unlock this Special. Example: 500 fans have checked in to Giants Stadium thats Ginormous! Show this special for a free soda with purchase of any food item. A Newbie Special only unlocks on a users rst visit to a venue Example: Looks like this is your rst time at the Staples Center welcome! Head to the team shop during half-time and show this Special to get 30% off any Lakers jersey.

Learn more about Specials here: https://foursquare.com/business/merchants/specials

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for sports // specials

A Mayor Special rewards your single most loyal fan: the Mayor Each venue has one Mayor the users with the most check-ins at your venue in the past 60 days. (You can ag users as employees so they cannot become mayors) Example: What are you doing trekking through the parking lot with the rest of the crowd? Weve got an empty VIP parking spot with your name on it literally! A Check-In Special is unlocked by every user on every check in Its a catch-all offer which is great if you want to run a promotion or sweepstakes. Example: Check in for the chance to win free ticket upgrades! Were not saying suites are better, but suites are better A Loyalty Special rewards fans who make repeat visits to your venue Example: Its your 3rd time at Ford Field this season! Hot dang its hot dog time! Go pick up a free hot dog at any concession stand, on us A Friends Special rewards friends for checking in together You choose the threshold for the minimum number of friends needed to unlock the offer Example: You checked in with 2 friends! We hope youre all in matching body paint that spells W-I-N. In case youre not, pick up some matching jerseys at devilsshop.com with this discount code 348WIN2011
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badges"

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for sports // badges Launch a Badge Campaign!

Foursquare badges reward users for checking in and trying new experiences. We use badges as a fun way to inuence user-behavior.

ESPN Foam Finger

Your voice is raspy. Your legs are sore. Your team couldn'tt do it without you. High ve, youre a true sports fan.

Users can unlock the ESPN badge by following their brand Page and checking in to 3 different sports stadiums.

Once a user unlocks a badge its stored in its rightful place of glory: the trophy case
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for sports // badges Add Value !

Like a virtual ght song, when a user unlocks a Badge, it is broadcast across their social networks. The game mechanics behind your Badge can be custom-tailored, but here are some best practices to let your fans show their love for the team:
Badges for fans at the stadium + those watching the game. Allowing
fans to unlock your badge both at the sports arena and at bars, restaurants and rallies will broaden your reach. The Washington Redskins badge unlocks for users who check in to the stadium during a game. It also unlocks for users who follow their foursquare page and check in to 2 Redskins bars at any point during the regular season. The list of bars is chosen by Redskins fans and can be found as a List on the Redskins page.

Add value to your badges by offering discounted merchandise

or tickets online, or integrate one of your existing sponsors. Users who unlocked Super Bowl XLV badges were given unique codes which were redeemable for 30% at NFLShop.com.

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build followers"

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for sports // promotion Attract Followers !

The more you promote your foursquare Page, the higher the level of fan engagement. Tips, Specials and Badges can generate social buzz if you develop a strong follower base. Utilize your marketing assets in-stadium, online, and on TV to build awareness and create excitement.

Milwaukee Bucks JumboTron

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for sports // promotion API!

Utilize our API to create a dynamic, real-time visualization of fan activity inside and outside the stadium.

U.S. Soccer shows the unique # of check-ins on the scoreboard

Washington Redskins show check-ins, prole photos & fan tips across 40 screen in the concourse level of FedEx Field

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for sports // promotion Digital Assets!

Facebook: PGA Tour Badge Campaign

Website Integration: U.S. Open Live Stream

Twitter: Man City check in with photo of stadium

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for sports // promotion Print, Billboards, Clings!

U.S. Open on-site signage

Ad in Man Citys game day programs Window Clings

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for sports // summary Summary of Best Practices! Create a Page and add at least 20 Tips Organize your Tips into Lists Offer check-in Specials at your stadium at every game Promote foursquare check-ins on location, utilizing in-game advertising space and screens Highlight your foursquare partnership on your website and within your social media outreach (Twitter, Facebook, etc.) Promote and reward users who have unlocked your Badge

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thank you

address . foursquare 36 cooper sq (near east 6th street) new york, ny 10003 usa

business development inquiries? . www.foursquare.com/businesses bizhelp@foursquare.com assets and logos . https://foursquare.com/about press inquiries? . press@foursquare.com
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