1. Location-Based Platforms
Group
KASPER BALSLEV
LAUREN DULIN
CHI LE
KATE MORTELL
April 26, 2012

2. INTRODUCTION
 FourSquare
 Facebook Places
 Yelp
 SCVNGR
 Company Created Apps – Mini Cooper
 Niche Platforms

3. INTRODUCTION
 Current Stats (April 2012)
 +20 Million People Worldwide
 +2 Billion check-ins
 +750,000 business using the Merchant Platform
 Timely and Relevant deals to a loyal audience
 New paid media platform scheduled to launch in
June 2012
 Concept is to serve paid ads via use of algorithm and date
mining of users / users friends check-in history

4. COFFEE KLATCH CASE STUDY

5. TASTI D-LITE CASE STUDY
 The Concept
 Register your Tasti TreatCard
online and opt-in to enable your
account to update your Facebook
and Twitter status on your behalf
or automatically check you in on
Foursquare every time you make
a qualifying purchase at a
participating Tasti D-Lite center.
 The Challenge
 Increase brand awareness
 Find a scalable way to distribute
coupons

6. TASTI D_LITE CASE STUDY
 Results
 More then 11,000 check-ins
 18% of its loyalty members adopted the social sharing options
 Promotion drove in 57% more unique visitors than another
month without a promotions
 Urban locations helped with high adoption rates, as most of
the customers live in New York who are more familiar with
FourSquare

7. DISCUSSION

8. INTRODUCTION
 Launched to all US users on August 2010
 Platform is used to share:
 Where you've been. Remember where you were in your
favorite photos.
 Where you are now. If friends are nearby, they might just meet
you there.
 Where you're going. Friends who have been there can give you
tips or even join in the plan.

9. GAP CASE STUDY
 The Concept
 One day only, GAP is giving away 10,000
pairs of jeans!
 Check-in at any Men’s & Women’s Gap
using Facebook Places and you could win.
Just show any Gap employee your check-
in and you could score a free pair.
 If you didn’t receive the free pair, then
you could claim a 40% off any regularly
priced item coupon

10. GAP CASE STUDY
Results:

11. NIKE SPORTSWEAR CASE STUDY

12. DISCUSSION

13. INTRODUCTION
 Location-Based listings with ratings
 Customer-written reviews
 YELP reviews give voice to brand advocates
 Launched Check-in offers in late 2010
 Integrated with Open Table

14. 24 FITNESS CASE STUDY
 24-Hour Fitness
 420 clubs nationwide with nearly 4 million members
 First club to be open 24 hours
 Introduced month-to-month memberships
 Mission: to make fitness accessible, affordable and convenient
 The Concept
 24 Hour Fitness became the first health club to offer check in
deals
 Created an enhanced listing with compelling 10-day free pass
offer
 Supplemented with ads throughout the Yelp website

15. 24 HOUR FITNESS CASE STUDY

16. 24 HOUR FITNESS CASE STUDY
 Results
• Enhanced Listing had a 30% conversion rate
• Generated average 100k page views per month
• Seven per cent lead conversion rate per month
• Listing viewed 477,383 times in 2010
• In-store traffic increased 30 per cent
• Visibility on Yelp grew 89% from 09/09 to 09/10
• 10,881 reviews have been written for 24 Hour Fitness

17. DISCUSSION

18. INTRODUCTION
 Launch 2008
 Challenges & Check-ins at every venue
 Business can script own challenges
 Customers earn points redeemable for rewards

19. BUFFLO WILD WINGS CASE STUDY
•
• Buffalo Wild Wings Grill & Bar
• One of the top ten fastest growing US restaurant chains
• 730 locations nationwide
• Serves beer and chicken wings
• Place to hang out with friends, watch sports, play trivia
• The Concept
• Jan 2011, BWW partnered with SCVNGR for a 12-week
campaign leading up to March Madness
• Using SCVNGR’s game layer, BWW created three custom
challenges, offering restaurant rewards for those who
complete them

20. BUFFALO WILD WINGS CASE STUDY
 The Basic Challenges
• Take pictures of friends
• Take pictures of the sauciest wing in the basket
• Take pictures of fans of rival teams, crowds going wild
• Share photos on the SCVNGR network
• Rewards for Completed Challenges
• $5 off (3 points)
• Free soda (2o points)
• Free wings (30 points)
• Rewards redeemed immediately

21. BUFFALO WILD WINGS CASE STUDY
• Custom Challenges
• Patrons could create their own challenges
• Most popular user-generated challenges floated to top of list
• Acted as a crowdsource filter
• SCVNGR had to build curation system to “keep it clean”
• Bigger Rewards
• Web-based leaderboard with point totals nationwide
• Grand Prize trip to NBA finals with former Chicago Bulls
player, Scottie Pippin

22. BUFFALO WILD WINGS CASE STUDY
 Results
• 20,000 plus player-generated challenges
• 184,000 unique players
• One in three players returned to play again
• Users completed an average of seven challenges each
• 100 million social impressions via Facebook and Twitter
• 90 seconds per player, per challenge average
• Equivalent of 3.5 years of brand engagement
• What Made the Promotion Work?
• Well advertised in advance
• Employees were trained and invited to play first
• BWW client's nature: they come in “ready to play”

23. DISCUSSION

24. MINI COOPER CASE STUDY
 The Concept
 MINI Stockholm has launched this new mobile hunting game
to promote the MINI Countryman, created out of Jung Von
Matt, Sweden. Players home in on a virtual MINI on their
mobile phones, catch it and then run as fast as they can out of
its orbit to prevent other potential takers from swiping it. The
first player to have the car in their possession for a week wins a
real Countryman.

25. MINI COOPER CASE STUDY

26. MINI COOPER CASE STUDY
 Results
 More than 11,000 people took part in the contest in several
unique ways (ie. Helicopter)
 The gamification of a contest that really united the city of
Stockholm for a week is something that is hard to do and
doesn’t happen very often.

27. DISCUSSION

28. ADDITIONAL COMPANIES
 Grindr
 Grindr, which first launched in 2009, has exploded into the largest
and most popular all-male location-based social network out there.
With more than 3.5 million guys in 192 countries around the world.
 Grindr is a simple app that uses your mobile device’s location-based
services to show you the guys closest to you who are also on Grindr.
How much of your info they see is entirely your call.
 Highlight
 This platform is completely passive: Users allow the app to
track their locations throughout the day, then when other
Highlight users (friends, potential connections) are nearby, it
shows both parties the nearby user’s info.

29. ADDITIONAL COMPANIES
 Glancee
 Glancee is a fun and safe way to meet new people nearby who share
friends and interests with you.
 Explore the profiles of people nearby and be notified when somebody
has common friends or mutual interests. Text or call, meet up for a
coffee, and stay in touch. Create new, meaningful connections with
new people just like you.
 Sonar
 Sonar is a mobile app that tells you when your friends and friends’
friends are nearby, revealing the hidden connections and small world
moments you might have otherwise missed. By leveraging social and
location data from networks like Twitter, Facebook, Foursquare and
LinkedIn.

30. ADDITIONAL COMPANIES
 RedLaser
 Easy to buy! Buy directly from your phone, and our partner
retailers can have your items waiting for you at a nearby store.
 RedLaser knows what’s nearby. When you scan with
us, we’ll share prices from stores right down the road.
 RedLaser can help identify allergens! Scan a food with
RedLaser, and we’ll let you know about many allergens.
 RedLaser can save you money! Scan a barcode (or search
by voice or image), and then compare prices between
thousands of online and offline retailers.

31. ADDITIONAL COMPANIES
 myTown 2
 It is a location-based social networking game. Checking in at
locations gives users virtual goods as well as virtual money to
purchase locations and even collect or pay rent. It’s a Monopoly-
style game surrounding the places where you love to check-in.
 Geoloqi
 It is a private, real-time location-sharing app. You can
automatically check-in to your favorite locations and set up
actions based on those locations. For example, a user can set the
app to send a reminder to pick up milk when he is near a grocery
store. Furthermore, the app can be set to send text messages to
others notifying them when the user arrives somewhere.

32. ADDITIONAL COMPANIES
 Shopkick
 Offers geofencing technology in order to automatically push
“kickbucks” to users or consumers who enter a store. Users can
redeem those kickbucks within the application and display coupon
codes to a cashier at the store. Users can also receive points for
scanning barcodes on specific products or sets of products.
 Stickybits
 Enables users to scan any barcode or QR code and attach content
to that code, effectively bridging the gap between digital content
and physical products. stickybits also allows users to find tagged
content around them and share tagged content on their social
media properties. Recent upgrades to the system have allowed for
the introduction of gaming elements, and stickybits has been
partnering with brands in order to use these elements to unlock
content and incentives.

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