Brian Groth

October 2010

Twitter: @BrianGroth

http://BrianGroth.wordpress.com

Brand Advertisers and Location-Based ServicesExamples for brands without physical locations

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-in2. 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 points2. Free ringtone gift card for 2

points3. 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

If 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?

• Coca-Cola on Foursquare: http://mashable.com/2010/09/16/coke-machine-fairy-foursquare/

• Red Bull on Facebook Places: http://www.allfacebook.com/red-bull-places-baseball-2010-10

• Warner Bros. on Foursquare: http://mashable.com/2010/02/09/foursquare-media-deals/

• HBO on Foursquare: http://mashable.com/2010/02/09/foursquare-media-deals/• Tasti D-Lite on Foursquare: http://mashable.com/2010/01/13/tasti-d-lite-

tastirewards/• Eye-Fi on Gowalla: http://www.mobilemarketingwatch.com/gowalla-tries-its-

hand-at-rewards-allows-offers-for-anyone-who-checks-in-7459/• AT&T on SCVNGR: http://mashable.com/2010/08/24/att-scvngr-rewards/• Virgin 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

• Nike’s Own Location-Based Game: http://thenextweb.com/uk/2010/10/12/nike-grid-twists-foursquare-gaming-into-a-turfwar-for-runners/

Sources