Foursquare: Changing the way marketing works

There has never been a better time for marketers to directly influence a buyer’s decision. Through mobile apps, businesses can build brand loyalty and add value to the user experience. Smart marketers are now adding simple location-based services to their toolbox.

Location-based apps are the hottest thing going right now. Leading the pack is Foursquare. Foursquare isn’t the first location-based app on the market, nor is it the biggest, but what it does have going for it is that it’s the current media darling. The star of this year’s SXSW, this app is proving it’s not just for letting people know where you like to eat and shop.

The system is simple: you check-in to a location, earn badges for multiple check-ins and score points which, in some instances, can lead to real-world rewards from retailers. Local restaurants and bars have started offering free drinks, appetizers and discounts to the person that checked in the most to their establishment. Now you’re seeing the likes of Bravo, Virgin Airlines and Harvard University taking advantage of app to further reward customers. We searched the web to find examples of companies using this simple app in ingenious ways and found four great examples. 

Harvard University has teamed up with Foursquare to create a campus-based game that rewards students who check in to locations with badges and helpful bits of information. The idea is to encourage students to connect with others and explore more of the campus. It’s a brilliant way for freshmen to learn about the university and connect with more people.

During New York Fashion Week, fashion designer Marc Jacobs created a “Fashion Victim” badge. It allowed customers during the week to check-in at any Marc Jacobs store to unlock the badge. Four people who unlocked the badge in New York received passes to attend the Marc Jacobs fashion show. 

Shoe phenom Jimmy Choo has established a treasure hunt around London using Foursquare. A pair of Jimmy Choo trainers check-in at a location somewhere in the city and whomever checks-in and says, “I’ve been following you” to the pair of trainers before they leave the location will win a pair of Jimmy Choo training shoes. People can track the trainers through their Foursquare user page and their Twitter profile.

Desperate to stay relevant, The Wall Street Journal has created special badges that provide interesting facts about New York City and reviews of local business and movies. It’s always great when a print giant like the WSJ embraces new media instead of fighting it like so many other print outlets. 

Hopefully you now feel inspired to craft a location-based campaign of your own. Feel free to share any bright ideas.

Stefan Halley is the Digital Project Leader for The Duffy Agency. He loves to talk about social media.