Where Are You Going, Where Have You Been?
According to AdWeek, location-based targeting will redefine behavioral targeting sooner than you think. This article touches on a few examples of campaigns that really only scrape the surface of what’s to come.
This looks really interesting — sort of like what Dodgeball (Foursquare’s ancestor) could have been had it not been so bloody early.
(Source: chromaroma.com)
reblogged from laughingsquid
Location-Based Deals That Leave Your Privacy In Tact?
Getting a freebie or a few dollars off your purchase in exchange for a teensy bit of personal info has been the backbone of CRM for years. Then along came Foursquare, Gowalla, and a handful of other location-based services, and suddenly your prizes and prezzies could be gained seemingly just by showing up.
But many consumers bothered by what companies know about where they live and frequent (who the companies share/sell that information with) have been reticent to cash in on such savings.
To solve this, along comes Brouha, an app that lets retailers and hotels send real-time information to a customer’s phone as soon as they enter the premises via what they call an anonymous presence-based mobile messaging platform.
Sorta interesting, right?
Basically, you go to a participating hotel or store and pick up a little promotional card. You register the your phone via scanning a QR code, which generates a random, personal ID number to your device and without having to hand over your email address, street address, credit card info or any other PII, the businesses can start sending you messages and offers.
What Brouha calls Automated Mobile Marketing may have legs but it’s not without a few hoops a consumer has to jump through to get started.
Direct Marketing News - Neiman Marcus to host Foursquare campaign - created by social media AOR Morpheus Media
Neiman Marcus will run a four-hour Foursquare campaign on Oct. 1 that asks consumers to check in to a store for a chance to find a free handbag. The retailer is working with its social media AOR Morpheus Media on the campaign.
“The primary goals of Clutch Me If You Can are to create excitement for the Shoe & Handbag Event in our stores, and to invite customers to interact with us via Foursquare on an ongoing basis,” Gabrielle de Papp, VP of corporate public relations and social media at Neiman Marcus, said via email.
Neiman Marcus will be hiding a Nancy Gonzalez clutch in 15 of its 41 stores nationwide. When consumers check in to a store via Foursquare, they will be notified whether the location features the hidden handbag and provided a clue on how to find it.
Foursquare users will also be able to register to win a clutch at each Neiman Marcus store. Consumers will be required to submit their names and addresses to register.
De Papp did not respond to questions about how Neiman Marcus will be using data collected via the campaign or whether the campaign will feature any remarketing mechanisms such as an email opt-in.
The retailer is promoting the campaign via its social media channels and in stores, said de Papp.
reblogged from createthegroup
Location and Content, Creating Context for Apps
We’ve heard that most smartphone users keep no more than about seven apps on deck at any one time. Meaning, they’re only really frequently using a handful of apps. While there are a ton of very interesting location-based applications promising to make it easier to find your parked car, your friends, or a nearby sample sale, many will run your phone’s battery into the ground and without a group of your friends using the same app, they’re sort of a bit quiet and useless.
I was just reading about Dropp, which in some sense like StickyBits, TagWhat and Tales of Things, centers on the idea of tagging content (comments) to things and places in the real world. But more interestingly — and usefully — Dropp allows users to add reminders, comments etc in places that can then unlock reminders when you’re near the place at a later date.
For instance, you’re at a three-day conference or event and during the first day you notice a booth you really want to check out later; you can tag that booth so that every time you pass it, you’ll be reminded to check it out.
Or at home, you can build a grocery list for yourself and your significant other, so that when one of you enters the store, a personal message will pop up along with the list in the app.
As you can see, the app can conceivably enable you to arrange meet-ups, leave menu tips for friends at favorite restaurants in other cities… on and on. I love this idea of simplicity; of just leaving digital notes to people in places all over the world.
*See also GreenGoose for another example of attaching data to objects, except these guys use RFID
MasterCard Rewards Facebook Places Check-ins in New “Priceless” Campaign
Interesting use of QR codes and social check-ins to connect content to physical things.
How Much is a Foursquare Campaign Going to Cost?
Foursquare, namely check-ins, have crept into proposals and briefs over the last few years. But for agencies, knowing how to price them out has been somewhat illusive.
Foursquare recently changed the pricing for customized badges from $10,000 to $25,000 per month, ClickZ News has learned.
Their post goes on to read, “Brands purchasing the badges have to sign up for a minimum of three months. A Foursquare spokesperson added in an email that “this fee is normally waived when we’re working with non-profit organizations, such as the American Red Cross or the New York Public Library.”
Brand managers and their agency planning partners should think carefully about how long their activations will be live — clearly, a mutually successful Foursquare campaign hinges on creating excitement and longer-term engagement, casting a wider net of discovery for users who may not have initially seen a stunt or ad that kicked off the campaign.
Building on Location-Based
From previously mentioned apps like Sonar and Localmind that allow you to see through walls, to decision engine apps like When Should I Visit, FourSquare’s very open API is producing some interesting life management tools.
Developed by the location-based service itself, the VenueWidget is particularly interesting for marketers who should be connecting the dots between their owned media platforms and the audiences they engage therein.
Speaking of, here are 5 Creative Location-Based Marketing Campaigns
Case Study | Toscanini’s Foursquare Digital Signage
Nice recap of an interesting DOOH promotion that effectively played with arguably the most popular location-based service and check-in app to connect with customers (and snag some decent press in the process):
Ice cream parlor and café Toscanini’s deployed LocaModa’s updated location-based platform to encourage customers to check-in on Foursquare to win discounts or other special offers, therefore building a stickier and more meaningful relationship with its patrons.
The users with the most check-ins over a period of time are awarded a “mayor” badge which in turn wins them discounts or other offers.
Read about the all the results at the Digital Signage Expo blog
