m
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This is the first in a series of white papers we plan to publish this year
capturing and exploring interesting happenings in the digital and
social worlds.

It¶s no secret that location-based mobile social check-in services have

exploded this year (heck, by the time this is published, Facebook will
have launched their own check-in version).

There are a lot of players: Foursquare, Gowalla, Whrrl, Loopt,

Brightkite and a handful of others. While Foursquare may not be the
biggest, it is the media darling and seems to have the attention of
quite a few marketers. For that reason, this mobile location-based
check-in deck will focus on what is happening on Foursquare from a
marketing perspective.
Ê 

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For those of you unfamiliar with Foursquare, a quick lesson. Foursquare is a
mobile social networking tool/game founded in March 2009. It is an app that uses
the GPS in a mobile device to help users identify their Foursquare ³friends´ where
they are. There are three core user components to the service:

 : each time a user enters a location, they can use their mobile devices¶
GPS and the Foursquare app to announce their presence at this location. Users who
check into any given location more than anyone else become the ³mayor´
 m: users can earn various badges for check-ins and tasks completed (see the
next page for some examples)
  : Foursquare users can earn a variety of points for their check-ins. They play
against their friends and geographic destinations each week to see who can earn the
most points

Some of the initial marketing efforts on Foursquare involved small local and
mom/pop restaurants and bars that would offer free drinks, appetizers or
discounted food to the ³mayor´ of their location. It wasn¶t long before bigger
brands started to notice the potential of creating marketing and loyalty programs
on Foursquare.

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ãlick here to learn more about these badges and many more.
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Starbucks was one of the first national brands to
recognize the potential in Foursquare. It started in
March when coffee addicts could earn a barista
badge by checking into five separate Starbucks
locations. Read more here.

In May Starbucks implemented a monthlong

³mayor´ offer for each location. The ³mayor´ of
each Starbucks location is entitled to $1 off of any
Frappuccino, one time for the month of June.
Learn more here.

Sources: The New York Times and GPSBusinessnews.com

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The Bravo Network is
offering Foursquare players
badges and special prizes
when viewers visit more
than 500 Bravo locations.
The locations will be picked
by Bravo to correspond with
select Bravo shows
including Top Chef, Kell on
Earth, Top Chef Masters,
The Millionaire Matchmaker,
The Real Housewives and
Shear Genius. Learn more
here.

Source: The New York Times

' #$%%Ê
omino¶s UK is running a nationwide Foursquare promotion that rewards
mayors with a small free pizza each Wednesday. Those who merely
check in on Foursquare will receive a free side dish for their patronage
should they spend more than £10 (or around $14.50). Learn more here.

Sources: Mashable.com and wirefresh.com (picture)

' &##'!
Jimmy ãhoo has teamed up
with Foursquare to create a
treasure hunt around London
(called ãatch-a-ãhoo) which
sees a pair of Jimmy ãhoo
trainers checkin at locations
across the fashionable city.
ãontestants in the online
interactive competition will
need to follow the check-ins
and arrive at the location
before the pair of trainers
leaves. If they succeed they
will win a pair of trainers in
the size and style of their
choice. Learn more here.

Source: misscooca.com
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Pepsi is partnering with Foursquare to provide
proximity-based offers for people who check
into certain locations. Integrations could range
from the basic existing offer set Foursquare
provides (when users check in somewhere,
they are alerted to offers in their area) to
integrations into their back-end system, letting
users check-in to get a Pepsi badge and
show that badge at the point of sale to
redeem an offer. Learn more here.

ãoncurrently, Pepsi is rolling out its own

location-based check-in service called Loot.
Loot is a loyalty-based program which will
map out 200,000 Pepsi serving locations and
allow users to collect points toward free music
downloads.

Sources: MobileMarketer.com and MobileBehavior.com

'%ÊÊ

Foursquare and Zagat, the restaurant-guide

publishers, recently announced a partnership.
Foursquare plans to offer a ³Foodie´ badge that
can be earned by checking into Zagat-rated
restaurants in New York, San Francisco, ãhicago
and other major cities.
In addition to offering a special badge for Foursquare users, Zagat will
begin piping tips and recommendations into the Foursquare system.
Zagat also plans to run a series of ³Meet the Mayor´ interviews on its
website, featuring Foursquare users who have checked in enough times
at a particular location to earn the ³mayor´ title. Learn more here.

Source: The New York Times

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Warner Bros. Studio used Foursquare to
promote the February release of
Èalentine¶s Day, starring social media
darling Ashton Kutcher. The promotion
offered 50 ³Romantic Tips´ around the
cities (New York ãity, ãhicago, 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 Èalentine¶s Day
badge.

Source: mobilebehavior.com
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Tasti -Lite has announced the rollout of TastiRewards, a rewards

program that incentivizes customers to associate their Twitter and
Foursquare accounts with their Tasti -Lite membership cards.

ãustomers can use their Treatãards (which

also double as gift cards) to earn points for
purchases, but those who opt into the social
media bonuses automatically will earn
additional points. They¶ll also update their
Twitter and Foursquare accounts each time
the card is swiped and points are earned or
redeemed. Learn more here.

Sources: Mashable.com and Tastidlite.com

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Journal readers can get news and reviews about
local spots in the Big Apple through a
partnership with Foursquare, and can win
special badges that have been created for the
newspaper, including the ³Urban Adventurer,´
³Banker´ and ³Lunch Box´ badges. The news
and review items are tagged by the Journal with
specific locations, so that when a user checks in
at that spot with Foursquare, they appear as
related ³tips.´ Learn more here.

Source: gigaom.com
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For Fashion Week 2010, the Marc Jacobs brand
decided to go beyond just digitally streaming
their runway shows. It took the online interactions
offline through Foursquare.

Marc Jacobs and Foursquare created the

³Fashion Victim´ badge, which allowed Fashion
Week attendees (and others) to checkin at any
Marc by Marc Jacobs stores in New York and
around the country to unlock the badge. Four
people who unlocked the badge in New York
were randomly chosen to receive tickets to the
Marc Jacobs show. Learn more here.

Source: Mashable.com
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Mpened on May 7, 2010, in New York ãity, the first-ever ãoach Men¶s
Store is giving out free cologne to the first 200 people to checkin on
Foursquare. Learn more here.

Sources: GP.com
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The Financial Times deal with a handful of
leading business schools is the first major
deal for the location service Foursqure in
the U.K., and demonstrates both the kind
of marketing campaigns we will be seeing
much more of, and how mainstream casual
gaming has become.

Foursquare users at the cafes in ãass,

LSE, London Business School, Harvard
and ãolumbia will be able to earn secret
codes that will give them access to
premium subscriptions for FT.com. More
venues will be added as the campaign
continues. Learn more here.

Source: guardian.co.uk
'!m
HBM and Foursquare have inked a deal around the new HBM original
series How To Make It In America. A press release stated: ³Hustle
your way in to the NYã scene with HBM¶s How to Make It. Unlock one
or all four of the badges: ãulture, Living, ãocktails, and Nightlife. Need
some tips? ãheck out these sites ± Blackbook, Eater, Racked,
Flavorpill, and Urban addy ± for more game.´ Using bits of content, it
seems HBM is hoping fans live vicariously through the characters and
emulate their lifestyles.

Source: Adage.com
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Harvard has partnered with Foursquare to create a
campus-based game that rewards students with
badges and points for exploring the school and
surrounding places of interest.

The news hails from the Harvard Gazette, which

describes a partnership that essentially tacks an
official Harvard-specific game with a special
collegiate badge on the existing Foursquare
functionality and purpose.

The primary idea behind the collaboration is to encourage students to

connect more with friends and professors through location-based game
play, as well as to inspire campus visitors to explore the grounds and
uncover tips or share to-dos. Learn more here.

Source: Mashable.com
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Foursquare has inked a partnership with the ãanadian version of
Metro, the free newspaper that is distributed on subway trains and
other locations in various cities, that will give its users the ability to
see local news and reviews related to a specific location where
they are checking in using the service¶s iPhone or BlackBerry app.
Learn more here and here.

Sources: gigaom.com and metronews.com

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The VH1 music entertainment network
has created its own Foursquare
account, which it¶s using to post ³tips´
about locations featured in its latest
reality show, §hat Chilli §ants, a
dating-oriented series. These tips
appear both on the Foursquare service
and as pop-ups onscreen during the
broadcast of the series. The pop-ups
feature Foursquare¶s branding and
URL information.

Mther VH1 shows are funneling tips about featured locations into the
official VH1 Foursquare account, too. Foursquare is promoting the
channel as a service that helps users find sites of interest in their cities.
Learn more here.

Sources: Techcrunch.com and screen grab by Tristan Walker (Foursquare business development)
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The Pennsylvania Tourism Board has launched a
summerlong campaign called ³The Fantastic
Roadtrip-a-Matic.´ A centerpiece of the effort is a
program with Foursquare that has sprinkled 100
tips at locations across the state. When
Foursquare users check in at one of the
locations, they will see the pieces of advice.

The tourism board is also offering users three

virtual badges based on their activity. For
instance, Foursquare users who visit three
recommended historical sites earn a ³PA 4 Score
and 7´ badge. The other two badges are the ³PA
Shooflyer´ for visiting restaurants and the ³PA
Retail Polka´ for shopping. Learn more here.

Source: Adweek.com
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Foursquare has sealed a deal with The History ãhannel to promote
the 12-hour TV miniseries America, The Story of Us, labeled as an
³event that tells the extraordinary story of how America was
invented.´ For the next few months, Foursquare users who check in
at one of 1,000 locations of historical merit (in 19 cities) can unlock
the limited-edition History ãhannel badge and learn illustrative tidbits
about the area. Learn more here.

Sources: culture-buzz.com
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Foursquare is getting love in the
bright lights of Las Vegas. This
picture was taken at the Miracle
Mile Shops attached to the Planet
Hollywood hotel in Las Vegas.

The huge outdoor ads, visible

from the strip, entice users to
checkin at the mall. If you do so,
they might highlight your checkin,
any tips and even prominently
show the current mayor of the
mall. Visitors also may get offers
for freebies from the stores in the
Miracle Mile Shops.

Source: Techcrunch.com
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The Huffington Post, taking a cue from Foursquare, the location-
based social network that allows users to win ³badges´ for checking
in at various places, has launched a similar feature for regular
readers of the news site.

HuffPo now offers three badges that readers can win. The Networker
badge is based on connections with other readers and with
Facebook or Twitter, while the Superuser badge rewards readers for
commenting on stories and for sharing them through services such
as Twitter and Facebook. The Moderator badge is based on how
many comments a reader flags. Learn more here.

Sources: Businessweek.com and HuffingtonPost.com

Ê
Retail, media and entertainment outlets really seem to be the first
adapters of Foursquare. ãPG is starting to take notice.

Many marketers will ask, why does this matter? It matters because of
engagement and being where your customers are, when they are. With
the explosion of smartphones and 3G networks, consumers will be
using their mobile devices like never before. Staying connected in the
mobile social space is a huge part of that and brands that can figure out
how to be involved by adding value, but not being in the way, will be the
big winners.

Moving forward, the savvy marketers are going to add location-based

services like Foursquare to their social arsenal that already includes the
basics such as Facebook, Twitter, YouTube, Flickr and corporate blogs.

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If you are interested in learning more about Luckie & ãompany and how
we think, please visit our website, www.luckie.com, and check out our 10
Trends to Watch in 2010.

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