Whrrl: Social Media Week LA

Location-Based Marketing: To Check-in or Not to Check-in

John KimVP of Products of Pelago

Quick Bio

John Kim@jkimlosangelesVP of Products for Pelago

Previously at:• Medio• Yahoo!• Overture• White House• Accenture• Bank of America & HSBC

Primer: Location vs. Place

Precision matters

Primary values:

1. What does it mean to others?

2. How can this data make my everyday life more fun or make information to me more relevant?

3. What else can I discover?

Whrrl is a real-world game with a purpose: to end Social Rut.

Whrrl enables people to explore and experience their

surroundings in an entirely new way.

By bringing together people with the same real-world passions to share ideas in a social

game experience.

How?

Enter Whrrl Societies

Whrrl Societies = Passion Groups for the Real World

“There’s a Society for that.”

(Over 4000= and rapidly growing.)

Societies are Unique and Powerful

• A community, not a badge - Groups of people interacting with each other through real-world recommendations. Everyone can participate. Foodies, craft beer lovers, architecture geeks, Four Seasons guests...

• The game - The gameplay in Whrrl is designed to compel Whrrlers to share their passions and intimate knowledge of the real world.

• Unprecedented relevance - Simply by bringing together people of shared passions, the conversation gets more interesting. Then, Whrrl supercharges the discovery with proprietary algorithms.

• Society Rewards - For the first time ever, brands and merchants get exactly what they want: the ability to reward word of mouth.

Society LevelsM

ore

Loyalt

y &

In

flu

ence

Trend-setter

Maven

VIP

Insider

Rookie

How the game works:

Users earn points for influencing others, via:•Check-ins•Recommendations•Want Tos•Did-its•Sharing

Users level up and earn titles as they gain points.

Check-ins help you discover Societies

Pelago90 Union St., Seattle

@ Pelago90 Union St., Seattle

Pelago

Rookie

Four Seasons Society

Check-ins unlock recommendations, missions or challenges

Pelago90 Union St., Seattle

And share experiences

Whrrl users share their real-world experiences out to Facebook and Twitter as

photos and notes. Their friends then comment and “like” their slides - a viral

loop.

When friends are together, they can join their check-ins and connect their cameras!

And broadcast to the Web...

Photos and notes are published out to Twitter

and Facebook (not shown)

Whrrl tracks page views

Check-ins unlock Society Rewards

As users level up in the Society, they get more chances to win!

So why should physical world businesses care?

1. People are voting with their feet

2. They are creating media

3. This is the opportunity to drive:

• Activation • Virality • Compulsion

Murphy USA

• Murphy USA is Walmart’s co-located gas partner

• 1,100 locations

• Among users who checked in• 44% visited a Murphy USA

for the first time• 85% choose Murphy USA

over a competitor

• Brand study to follow