examples of brand advertisers using lbs as of jan 2011
TRANSCRIPT
Brian Groth
Updated PPT: January 2011 / Original PPT: October 2010
Sources are in the notes section of each sl ide
Twitter: @BrianGroth
http://BrianGroth.wordpress.com
Brand Advertisers & Location-Based ServicesExamples for brands without physical locations
A Safeway customer can associate their loyalty card to their Foursquare account.
The rewards are associated to user behavior, irrespective of in-store check-ins.
Therefore, checking in on Foursquare anywhere and earning certain badges can now earn a Pepsi product, redeemable at a Safeway store.
Pepsi on Foursquare
An American Eagle billboard in Times Square that asks consumers to complete challenges on SCVNGR in order to raise cash for Big Brothers Big Sisters.
Challenges include
• Taking a picture of the eagle on a Times Square billboard
• Entering your New Year’s resolution
• Describe 2010
American Eagle on SCVNGR
People in Chicago, NY, LA and San Francisco can complete challenges at 20 locations per city to earn points for a chance to win a new car (the Nissan Juke) or items like cameras and iPods.
Challenges include:
• Pick a favorite song at a specific juke box
• Share a photo of a dish at a participating restaurant
• Share a photo of a mural at one of the 20 local places
Nissan on SCVNGR
Partnering with 10 shopping malls (Simon Malls) across the US to earn Coke rewards good for American Express gift cards and Coke-branded merchandise. In total, $100,000 will be given away.
Challenges include check-ins and photos of hidden shopping experiences.
Coca-Cola on SCVNGR
Quest for the Keys will roll out in seven cities (Miami, Los Angeles, Atlanta, Chicago, Minneapolis, New York and Austin, Texas) over the next few months. The scavenger hunt offers clues on Facebook and Twitter for the first three weeks and then culminates with a day of offline scavenger hunting.
Each city, the program awards six keys that reward each contestant $2,000. A final drawing in November will award three winners the choice of a Verano, Regal, LaCrosse or Enclave.
Buick on Facebook Places, Gowalla and Foursquare for the same campaign
They give shoppers merchant coupons when they check in at the Westfield center.
Westfield enticed shoppers with a 15% off coupon at Betsey Johnson if they visited and checked in at the shopping center, which the company reports has driven an increase in checkins. They’ve since introduced a number of other offers, including a 25% off coupon at Gap.
Westfield Mall & Facebook Places
Many high-profile brands experimented with geolocation campaigns in different ways in 2010. For example:
■ Starbucks partnered with foursquare to reward loyal customers who checked in frequently with discounts and non-monetary, special-offer incentives.
■ Apparel and accessories retailer H&M worked with mobile social gaming platform MyTown to drive awareness of its products and engagement with the company’s “The Blues” promotion centered on the retailer’s blue-colored items.
■ Restaurant chains Chili’s and TGI Friday’s launched location-based ad campaigns designed to entice customers into their stores.
From eMarketer, Jan 2011 reporthttp://www.emarketer.com/Article.aspx?R=1008161
• Zagat awards badges to users who frequent Zagat rated restaurants.
• Lucky Magazine gives them to those who checked in to recommended fashion boutiques.
• Toys’R’Us created a badge to reward loyal holiday shoppers with Black Friday discounts.
• CNN supported a healthy lifestyle with a Healthy Eater badge for users that checked in to farmers markets.
• Project Red created social buzz for World’s Aid Day with a (RED) badge
From Foursquarehttp://foursquare.com/business/brands
Examples from Oct 2010 and earlier…
The Coke Machine Fairy leaves one winning bottle in a Coke machine each day (in Sydney in September 2010)
Friend The Coke Machine Fairy on Foursquare then be the first to check-in at a special Coke machine (changes daily) to win a prize.
Coca-Cola employee arrives in person to give out the prize.
Coca-Cola on Foursquare
Fans can checkin at specific locations at specific times to win an autographed baseball
Related option to win autographed baseball by uploading photos to a Facebook page
Red Bull on Facebook Places
Warner Bros. Studio used Foursquare to promote the February release of Valentine’s Day, starring social media darling Ashton Kutcher. The promotion offered 50 “Romantic Tips” around the cities (New York City, Chicago, San Francisco, Los Angeles and Boston) that the movie takes place in. If users checked into any two of these locations they unlocked a special Valentine’s Day badge.
Warner Bros. on Foursquare
Source: mobilebehavior.com
The TastiRewards program from Tasti D-Lite that incentivizes customers to associate their Twitter and Foursquare accounts with their Tasti D-Lite membership cards.
Tasti D-Lite on Foursquare
Associate your TreatCard to a social media service and earn additional points when using the TreatCard
Options to update Twitter and Foursquare each time the card is swiped and points are earned or redeemed
Eye-Fi in the US partnered with Gowalla to offer the chance to win a free Eye-Fi card to anyone who checked into a Best Buy store and free hotspot access to those who don’t win – just for checking in.
1. Check-in
2. Click the “Did I win?” button
Eye-Fi (SIM card for cameras) on Gowalla
AT&T offered rewards for specific behaviors, such as:
1. $50 off a Samsung phone for earning 15 points
2. Free ringtone gift card for 2 points
3. 20% discount off accessories for 5 points
Earn points by checking in, sharing a photo of a place, writing a review, “bump” phones with a friend at the location and so on.
AT&T on SCVNGR
When checking in on Loopt at LAX or SFO airports, Virgin America offered a voucher for two tickets to Mexico on Virgin America
Virgin America on Loopt
http://www.nikegrid.com/
A 15 day event for runners in London to earn Nike badges by visiting select phone boxes, call a number and enter a unique code
Nike’s Own Location-Based Game
From http://www.slideshare.net/Stutts/20-interesting-things-foursquare
Starbucks, The Bravo Network, Domino’s Pizza, Jimmy Choo, Pepsi, Zagat, The Wall Street Journal, Marc Jacobs, Coach Men’s Store, The Financial Times, HBO, Harvard, Metro (Canadian paper), VH1, History Channel, Planet Hollywood @ Las Vegas, Huffington Post
These are via [email protected] – see the presentation on Slideshare.net for details
Other Foursquare Examples
If you have other examples of brands that do not have physical stores of their own using location-based services, please contact me:
Twitter: @BrianGroth
E-mail: [email protected]
Others Examples