Using Location To Create Unexpected Brand Experiences

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START WITH

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SEIZE AN OPPORTUNITY TO MEET YOUR AUDIENCE WHERE THEY ARE.

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YOU DON’T HAVE TO OWN OR RENT PRIME REAL ESTATE TO BUILD RIGHT WHERE YOUR TARGET LIVES.

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NETWORKS SUCH AS FOURSQUARE LET YOU BUILD YOUR CONTENT RIGHT INTO YOUR TARGET’S LOCATION.

PICTURED LEFT TO RIGHT, FOURSQUARE CHECKINS IN NEW YORK, MOSCOW, RIO

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LOCATION LAYERS GIVEBRAND PUBLISHERS A MEANSTO LAYER CONTENT ON TOP OF REALITY

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IF EVERY PUBLISHER HAS ITS OWN UNIQUE FILTER THROUGH WHICH IT SEES THE WORLD…

DIFFERENT TAKES ON SUPERSTORM SANDY

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EVERY BRAND CAN APPLY ITS OWN FILTER TO THE PHYSICAL LOCATIONS WHERE THEIR AUDIENCE IS RIGHT NOW.

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EXAMPLE: ONE LANDMARK. SEVEN BRANDS WITH THEIR OWN FILTER.

EACH BRAND COVERS TIPS, ARCHITECTURE, SPORTS, TRAVEL, FITNESS AND BONUS CONTENT VIA THEIR OWN UNIQUE TAKE ON THE LOCATION.

THE OPPORTUNITIES TO TAKE A GIANT LEAP IN AWARENESS AND RELEVANCE ARE ENORMOUS.

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CHECK OUT THESE BRILLIANT EARLY EXAMPLES…

German pet food company GranataPet took Foursquare a step further when it tapped into their API and installed 10 billboards around the streets of Munich and Berlin. When customers checked into the billboard, it dispensed dog food into a bowl below the sign for their dogs to try. !Via the Pavlovian effect, dogs began dragging their owners to the billboards each day to get more food during their walks. !Munich pet stores increased sales of GranataPet 28% during the campaign and 14% overall from the previous year. Stores carrying the product increased 38%.

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GRANATAPET

SOURCE: http://beeliked.com/social-media-buzz/5-foursquare-marketing-campaigns-to-learn-from/

Perhaps the most relevant example of bringing a brand to life via location layers, the History Channel launched their Foursquare page in 2010 with the goal of reaching a younger audience and early adopters. They now have over 200,000 followers. !When users check into historical landmarks such as the Tower of London, a tip from the History Channel pops up giving the user a new piece of information. !The brand gains additional appeal by allowing users to earn branded badges for checking in and then translating them into real life rewards. !Within a month of the initial UK campaign’s launch, over 40,000 check-ins led to the badge being earned 10,000 times.

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THE HISTORY CHANNEL

SOURCE: http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=21328 http://mashable.com/2011/07/13/foursquare-marketing-campaigns/

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PEPSI MAXBy following Big Boi on FourSquare and checking in throughout Austin during SXSW, they could unlock the “Golden Ticket Badge” which earned users entrance to his concert during the Festival. !Those not in Austin were able to livestream the concert from home via a tab on the Pepsi Max Facebook page. !The Golden Ticket was unlocked 2,400 times with 2,000 check-ins to the concert. Pepsi Max had more buzz than any other brand sponsor of SxSW.

SOURCE: http://mashable.com/2011/07/13/foursquare-marketing-campaigns/

If anyone knows it’s about location, location, location it’s a real estate firm. As the largest real estate agency in New York, The Corcoran Group needed to address a specific problem with their sales cycle: people were doing research on homes 8-10 months before they contacted a realtor. !By helping turn Foursquare into a guidebook, Corcoran shows users that it really knows New York with its insider tips, such as which line at Shake Shack will get you ice cream faster. !Corcoran analyzes each tip’s popularity and repackage their insights to use them as marketing tools, such as the infographic on the right showing the differences in the Upper West vs. Upper East Side.

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CORCORAN GROUP

SOURCE: http://www.forbes.com/sites/davidvinjamuri/2011/11/17/location-location-location-the-corcoran-group-tips-the-way-forward-for-foursquare/2/

THOUGHT STARTERS FOR LOCATION LAYERS

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INVADE PROPRIETARY EVENTS

Can’t afford a sponsorship of the Olympic Games? Couldn’t get that Super Bowl commercial edited in time? Invade the venues people are checking in to by creating your own location layer. From a visitor’s first check-in at the airport and hotels, to the stadiums, to the local eateries, your brand can add its spin on major events and conferences without the sponsorship costs.

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OPPORTUNISTIC MOMENTS

One DiGo staffer noticed when he checked in at a local eatery, an ad for Pepto Bismal popped up. It turns out it was a happy accident, Pepto was doing a more blanketed sponsorship, but it got us thinking about how we could sponsor check-ins at various venues with appropriate sponsorships or tips.

While you’re at Dinosaur Playground, why not plan a trip to AMNH and discover the #wonder of some real dinosaurs

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DATA MASHUPS

Using the Connected Apps API, you can build mobile apps that integrate within the Foursquare app. For example, TheWinesterSquare is a wine app that pulls up the wine menu of any restaurant you’re in so you can save the wine you choose to purchase later. If your business relies on location for transactions, there are endless creative possibilities for mashing up data with Foursquare.

THANK YOU

TM & © 2014. DiMassimo Goldstein. All Rights Reserved. digobrands.com @markdimassimo