Locally and globally Foursquare is taking off. Whilst the platform is yet to go mainstream, its now 2.6 million users (reached in mid August) is rising fast and unlike when Facebook / Twitter growth begun – intelligent marketers are already starting to unleash the platform to achieve a range of marketing objectives. This article covers 4 different ways brands have used Foursquare locally and global to connect with their audience;
Foursquare For Retention: Wagamama’s (Local Example)
Wagamama is using the geo-location service to drive repeat patronage to its stores in the local market. Wagamama’s offers visitors instant offers such as a complementary soup with every main meal for every 5th check in to rewards its loyal consumers.
However it is not just repeat purchases that are giving Wagamama’s the edge. Through its marketing on Foursquare, Wagamama has access to range of real-time information about its customers including who has ‘checked in’ to its noodle bars, when they arrived, the male to female customer ratio and which times of day are more active for certain customers, who the most frequent visitors to the restaurant are etc. This provides Wagamama’s with a new level of insight into its consumers – as well as a mechanism to monitor satisfied or unsatisfied consumers.
Foursquare For PR Stunts: Microsoft (Local Example)
In June this year, Microsoft organised a mayor meet up in Sydney to promote the launch of their new Office 2010 product. 141 Foursquare users checked-in to Martin Place where the event was held. Whilst the number of individuals involved is relatively small this campaign created a buzz in the media as it was one of the first of its kind in Australia.
Read more here; http://mumbrella.com.au/141-turn-out-for-microsoft-mayor-swarm-as-vibe-gets-into-foursquare-too-28302
Foursquare For Upsell: Domino’s (UK Example)
In the UK, Domino’s credits much of its revenue growth to its investment in social media – namely Facebook and Foursquare. Domino’s launched a check-in promotion, which enabled consumers to receive a side dish when they spent £10 or more at a Domino’s store. Since it launched its ongoing Foursquare check-in promotion Domino’s have received 10,000 check-ins, 3,500 of which are unique.
Foursquare For Acquisition: Gap & Ann Taylor Discounts (US Example)
On the 14th of August 2010, Gap utilised foursquare to drive foot-traffic into selected stores. Titled the “The BlackMagic Event”, Gap offered patrons who checked into Foursquare a 25% discount off selected clothing. However this is not the only promotion of its kind other fashion retailers in the US have used Foursquare to drive both acquisition and retention. Ann Taylor offered 25% off to Foursquare mayors and 15% off to each customer on his or her fifth check-in. These deals are great for retailers because those Foursquare users’ friends would see that they’re checking in, giving the stores some exposure.
Foursquare For Brand Engagement: Jimmy Choo & Barbie (UK & US Example)
Jimmy Choo the world renowned footwear brand launched a treasure hunt on the streets of London. Rather than utilise a discount style promotion, Jimmy Choo created a social game in the real world. Jimmy Choo utilised a pair of their sneakers as a Foursquare user and these shoes checked into venues around London and the first Foursquare user to find the sneakers at the latest location would win a pair of their own. And it seems that Barbie has now followed in Jimmy Choo’s footsteps. To coincide with the launch of the new video Barbie, Mattel has launched a Foursquare scavenger hunt across 4 US states – requiring participants to complete location based tasks to win 1 of 14 prizes.
Read more here: http://mashable.com/2010/04/27/foursquare-jimmy-choo/
Read more here: http://www.thedefectorsblog.com.au/communications/barbie-doll-foursquare
There are many other campaigns launched by brands around the world click here to find out more click here –
Watch: How to Unlock Your World with Foursquare