Brands@Foursquare | 24 Big Brand Campaigns

Gap have extended their BlackMagic social media campaign exclusively for Foursquare users until August 22nd, extending last week’s one day Facebook-Twitter-Foursquare event promoting the launch of their new women’s black pants; 25% of all in-store purchases with a Facebook coupon (printed), Twitter code (spoken), or a Foursquare check-in (shown).

If checking-in on the geosocial network seems arduous, just give the cashier the register code BMAGIC25.

Gap is the latest retail brand to use Foursquare as a social commerce tool to drive traffic footfall and build loyalty in retail stores by rewarding people for checking-in to stores, and in so doing share store promotions across their social graphs.

With Facebook and Twitter launching geosocial features, dedicated loyalty apps like ShopKick, (used by Best Buy and Macy’s) WeReward and TopGuest often doing auto-check-ins, and Forrester advising marketers that it’s too early to jump on the geosocial marketing train anyway, the Foursquare minnow and its smaller siblings (Gowalla, Brightkite et al) are caught somewhere between a rock and a hard place.

Nevertheless, a number of brands are – or have been running Foursquare promotions – or “Specials” as Foursquare calls them.  Here’s a round up…

• 1. American Eagle Outfitters: Check-in to unlock a 15% discount
• 2. Ann Taylor: 25% off for mayors, check-in 5 times to unlock a 15% discount
• 3. Ben & Jerry’s: Free fourth scoop for mayors, check-in to get 3 scoops for $3
• 4. Coach: Free cologne for first 200 check-ins at new NY store
• 5. Chili’s: Free chips and salsa for check-ins
• 6. Crunch Fitness: Check-in for a free 7 day pass
• 7. Diesel: Free t-shirt for check-in (one day only)
• 8. Domino’s (UK): Free pizza every week for mayors, free side for check-ins
• 9. Gap: Check-in to unlock 25% discount
• 10. Golden Corral: Mayors eat free, one in five check-ins eat free, all check-ins entered into iPad sweepstake
• 11. Jimmy Choos (London, UK): Catch a checked-in “CatchaChoo” representative snapping Twitter photos of Jimmy Choos and get the shoes (Jimmy Choos Treasure Hunt)
• 12. Juicy Couture: Mayors get 30% VIP discount
• 13. Ligne Roset: 25% off for check-in (Togo collection)
• 14. North Shore Bank: $5 Subway giftcard for mayors
• 15. Pepsi: Check-in to Pepsi-pour locations, buy Pepsi and get Pepsi Loot reward points for free downloads
• 16. Pizza Hut: Free bread sticks for mayors
• 17. Radioshack: Mayors get 20% off, check-ins get 10% off
• 18. Sephora: First to check-in with Real Housewife badge to Sephora’s weekly “Secret Store” (revealed on Twitter) gets $100 voucher
• 19. Sports Authority: Mayors get  $10 instant Cash Card
• 20. Starbucks: $1 off Frappucino for mayors
• 21. Steve Madden: Check-in to receive a 20% discount $50+ purchases
• 22. Tasti D-Lite: Checkin to earn additional loyalty program reward points
• 23. Wagamama: Free juice for mayors, free miso soup for every fifth check-in
• 24. Wholefoods: Every fifth checkin get free scoop of gelato in store café

Título: Social Commerce na Prática – Parte 5 – Foursquare

Uma das tendências que surgiram no último ano foi as redes sociais de geolocalização, nessas redes os usuários podem efetuar “check-in” em locais previamente cadastrados e compartilhar isso com seus amigos em outras redes sociais. Os grandes nomes desse setor são o Foursquare e o Gowalla, com essa nova maneira de compartilhar informações de localização as empresas estão buscando criar campanhas para essas plataformas e explorar suas virtudes.

Normalmente as campanhas utilizam como ponto de referencia a loja física e oferecem descontos para clientes que efetuam o check-in ou que são visitantes assíduos do local. Esse momdelo abre um leque de informações que se forem utilizadas podem melhorar consideravelmente a inteligência do negócio conhecendo melhor o perfil dos clientes e estimulando eles a ir à loja mais vezes.

A GAP de Nova Iorque, por exemplo, lançou uma camapanha nas mídias sociais utilizando o Foursquare, dando um desconto de 25% para os compradores que efetuassem o check-in na loja. A inciativa tem como objetivo divulgar nas mídias socias a promoção e criar uma lealdade dos consumidores da loja.

A seguir são listadas algumas campanhas lançadas que utilizaram a geolocalização com base.

• American Eagle Outfitters: Check-in para conseguir 15% de desconto
• Ann Taylor: 25% de desconto para mayors, check-in 5 vezes ganha 15% desconto
• Coach: Perfume de graça para os primeiros 200 check-ins na loja de Nova Iorque
• Chili’s: Chips e salsa de graça para quem fizer check-in
• Crunch Fitness: 7 dias de graça para quem fizer check-in
• Diesel: Camiseta de graça para cada check-in (um dia apenas)
• Domino’s (UK): Pizza de graça toda semana para mayors
• Golden Corral: Mayors comem de graça,um a cada 5 check-ins come de graça
• Juicy Couture: Mayors ganham 30% de desconto VIP
• Ligne Roset: 25% de desconto por check-in
• North Shore Bank: vale presente de U$5 para mayors
• Pizza Hut: Fatias de pão de graça para mayors
• Radioshack: Mayors ganha 20% de desconto e check-ins ganham 10%
• Sports Authority: Mayors ganham  U$10 no Cash Card
• Starbucks: $1 de desconto no Frappucino para mayors
• Steve Madden: Check-in ganha 20% de desconto para compras acima de  U$50
• Wagamama: Suco de graça para mayors

E vocês conhecem alguma inciativa interessante que utilize geolocalização como ferramenta de promoção? Deixe seu comentário

Brands@Foursquare | 24 Big Brand Campaigns

Aug 18, 2010 Comments (6) by Paul Marsden

Gap have extended their BlackMagic social media campaign exclusively for Foursquare users until August 22nd, extending last week’s one day Facebook-Twitter-Foursquare event promoting the launch of their new women’s black pants; 25% of all in-store purchases with a Facebook coupon (printed), Twitter code (spoken), or a Foursquare check-in (shown).

If checking-in on the geosocial network seems arduous, just give the cashier the register code BMAGIC25.

Gap is the latest retail brand to use Foursquare as a social commerce tool to drive traffic footfall and build loyalty in retail stores by rewarding people for checking-in to stores, and in so doing share store promotions across their social graphs.

With Facebook and Twitter launching geosocial features, dedicated loyalty apps like ShopKick, (used by Best Buy and Macy’s) WeReward and TopGuest often doing auto-check-ins, and Forrester advising marketers that it’s too early to jump on the geosocial marketing train anyway, the Foursquare minnow and its smaller siblings (Gowalla, Brightkite et al) are caught somewhere between a rock and a hard place.

Nevertheless, a number of brands are – or have been running Foursquare promotions – or “Specials” as Foursquare calls them.  Here’s a round up…

• 1. American Eagle Outfitters: Check-in to unlock a 15% discount
• 2. Ann Taylor: 25% off for mayors, check-in 5 times to unlock a 15% discount
• 3. Ben & Jerry’s: Free fourth scoop for mayors, check-in to get 3 scoops for $3
• 4. Coach: Free cologne for first 200 check-ins at new NY store
• 5. Chili’s: Free chips and salsa for check-ins
• 6. Crunch Fitness: Check-in for a free 7 day pass
• 7. Diesel: Free t-shirt for check-in (one day only)
• 8. Domino’s (UK): Free pizza every week for mayors, free side for check-ins
• 9. Gap: Check-in to unlock 25% discount
• 10. Golden Corral: Mayors eat free, one in five check-ins eat free, all check-ins entered into iPad sweepstake
• 11. Jimmy Choos (London, UK): Catch a checked-in “CatchaChoo” representative snapping Twitter photos of Jimmy Choos and get the shoes (Jimmy Choos Treasure Hunt)
• 12. Juicy Couture: Mayors get 30% VIP discount
• 13. Ligne Roset: 25% off for check-in (Togo collection)
• 14. North Shore Bank: $5 Subway giftcard for mayors
• 15. Pepsi: Check-in to Pepsi-pour locations, buy Pepsi and get Pepsi Loot reward points for free downloads
• 16. Pizza Hut: Free bread sticks for mayors
• 17. Radioshack: Mayors get 20% off, check-ins get 10% off
• 18. Sephora: First to check-in with Real Housewife badge to Sephora’s weekly “Secret Store” (revealed on Twitter) gets $100 voucher
• 19. Sports Authority: Mayors get  $10 instant Cash Card
• 20. Starbucks: $1 off Frappucino for mayors
• 21. Steve Madden: Check-in to receive a 20% discount $50+ purchases
• 22. Tasti D-Lite: Checkin to earn additional loyalty program reward points
• 23. Wagamama: Free juice for mayors, free miso soup for every fifth check-in
• 24. Wholefoods: Every fifth checkin get free scoop of gelato in store café