Foursquare is a mobile application that allows users to “check-in” at different locations and share that activit
y with friends. Users can also add their personal interests, preferences and track their “check-in” history. Aside from connecting with friends, Foursquare also has game-like features. For instance, a user with frequent “check-ins” at certain locations can earn badges and receive special discounts. Someone can even be named the “mayor” for “checking-in” to a location more than anybody else. The competitive elements of Foursquare are incentivizing users to stay engaged, and according to Read Write Web, “checking-in” is becoming the thing to do.
Currently, there are approximately 500,000 users, with the majority coming from major cities like Boston, New York, Los Angeles, Chicago, Seattle, Portland, and Austin. However, Foursquare is not alone in this category. Gowalla, My Town, Yelp, Where, Tudaloo and many more location based applications offer some form of the popular “check-in” feature. While this is clearly a popular trend in the social gaming and mobile technology space, many wonder if it will become a viable marketing channel.
According to The Week, there are approximately 1.4 million businesses logged in, with 1,200 offering special deals through Foursquare. Soon, with the Foursquare analytics program, businesses will be able to receive detailed information on who is “checking-in” to their locations, and will then be able to communicate directly with those visitors.
There are many types of businesses using Foursquare, but it is most popular among bars, restaurants, cafes and nightclubs. One company who has taken advantage of this technology is Starbucks, which uses Foursquare to reward customers that frequently “check-in” to its locations. Companies in the food industry are not the only ones using Foursquare. In an attempt to merge mobile and TV, Bravo is also using Foursquare. Bravo will reward users for “checking-in” to the locations featured in the shows played on its channel. The stars of the shows will also share their advice on the best drink at a bar, the best meal, or other useful tips that users will be able to view with Foursquare.
Foursquare’s simplicity, competitive features, and growing rewards program could make this just as addicting as Facebook and Twitter. Are you currently “checking-in” on Foursquare or on similar applications? Have you received any special offers or interacted with any brands through this channel?
Jenaleigh Landers is an intern with Griffin York & Krause. She is currently a senior majoring in Business at Saint Anselm College.
