Examples of brand advertisers using LBS as of Jan 2011

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Transcript of Examples of brand advertisers using LBS as of Jan 2011

PowerPoint Presentation

Brian GrothUpdated PPT: January 2011 / Original PPT: October 2010Sources are in the notes section of each slide

Twitter: @BrianGrothhttp://BrianGroth.wordpress.comBrand 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

http://www.fastcompany.com/1703807/exclusive-foursquare-partners-with-pepsi-unveils-linked-loyalty-rewards-accounts-facebook-plhttp://thekruser.com/foursquare/badges/gym-rat

2An 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 includeTaking a picture of the eagle on a Times Square billboardEntering your New Years resolutionDescribe 2010American Eagle on SCVNGR

http://mashable.com/2010/12/29/american-eagle-teams-with-scvngr-for-new-years-promotion/3People 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 placesNissan on SCVNGRhttp://mashable.com/2011/01/04/scvngr-nissan/http://www.clickz.com/clickz/news/1934815/nissan-test-drives-newly-funded-scvngr4Partnering 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

http://mashable.com/2010/11/19/scvngr-coke-rewards/5Quest 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

http://mashable.com/2011/01/10/buick-location-based-scavenger-hunt/http://media.gm.com/content/media/us/en/news/news_detail.brand_gm.html/content/Pages/news/us/en/2011/Jan/0109_quest6They 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. Theyve since introduced a number of other offers, including a 25% off coupon at Gap.Westfield Mall & Facebook Places

http://mashable.com/2011/01/10/facebook-places-campaigns/7Many 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 companys The Blues promotion centered on the retailers blue-colored items. Restaurant chains Chilis and TGI Fridays 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.ToysRUs 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 Worlds Aid Day with a (RED) badge

From Foursquarehttp://foursquare.com/business/brands Examples from Oct 2010 and earlierThe 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

http://cocacola.com.au/fairy.htmlhttp://mashable.com/2010/09/16/coke-machine-fairy-foursquare/11Fans 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

http://www.allfacebook.com/red-bull-places-baseball-2010-10

12Warner Bros. Studio used Foursquare to promote the February release of Valentines 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 Valentines Day badge.Warner Bros. on FoursquareSource: mobilebehavior.com

http://www.slideshare.net/Stutts/20-interesting-things-foursquare http://foursquare.com/valentinesdaymovie13The 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

TastiRewards program: http://www.tastidlite.com/index.php/Home/treatcard.htmlhttp://mashable.com/2010/01/13/tasti-d-lite-tastirewards/14Eye-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 dont win just for checking in.

Check-inClick the Did I win? buttonEye-Fi (SIM card for cameras) on Gowalla

It worked by checking-in on Gowalla at your local Best Buy and clicking the Did i win? button. There was no waiting; you knew right away if you were one of the lucky 500 recipients of the Eye-Fi card!

http://www.mobilemarketingwatch.com/gowalla-tries-its-hand-at-rewards-allows-offers-for-anyone-who-checks-in-7459/http://www.eye.fi/blog/win-an-eye-fi-card

15AT&T offered rewards for specific behaviors, such as:$50 off a Samsung phone for earning 15 pointsFree ringtone gift card for 2 points20% 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

http://mashable.com/2010/08/24/att-scvngr-rewards/16When checking in on Loopt at LAX or SFO airports, Virgin America offered a voucher for two tickets to Mexico on Virgin AmericaVirgin America on Loopt

http://www.businessinsider.com/biggest-check-in-reward-ever-loopt-and-virgin-are-giving-away-2-for-1-plane-tickets-to-mexico-2010-8 17http://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

Nikes Own Location-Based Game

http://thenextweb.com/uk/2010/10/12/nike-grid-twists-foursquare-gaming-into-a-turfwar-for-runners/18From http://www.slideshare.net/Stutts/20-interesting-things-foursquare Starbucks, The Bravo Network, Dominos Pizza, Jimmy Choo, Pepsi, Zagat, The Wall Street Journal, Marc Jacobs, Coach Mens Store, The Financial Times, HBO, Harvard, Metro (Canadian paper), VH1, History Channel, Planet Hollywood @ Las Vegas, Huffington Post These are via david.stutts@luckie.com see the presentation on Slideshare.net for detailsOther Foursquare ExamplesIf you have other examples of brands that do not have physical stores of their own using location-based services, please contact me:Twitter: @BrianGrothE-mail: Brian.Groth@microsoft.com Others Examples