Start with WHERE. Seize an opportunity to meet your audience where they are. Foursquare lets you build your content right into your target's location. The opportunities to take a giant leap in awareness and relevance are enormous. Check out these brilliant early examples.

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START WITH
WHERE

3. SEIZE AN OPPORTUNITY TO MEET YOUR
AUDIENCE WHERE THEY ARE.
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4. YOU DON’T HAVE TO OWN OR RENT
PRIME REAL ESTATE TO BUILD
RIGHT WHERE YOUR TARGET LIVES.
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5. PICTURED LEFT TO RIGHT, FOURSQUARE CHECKINS IN NEW YORK, MOSCOW, RIO
NETWORKS SUCH AS FOURSQUARE
LET YOU BUILD YOUR CONTENT
RIGHT INTO YOUR TARGET’S LOCATION.
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6. LOCATION LAYERS GIVE
BRAND PUBLISHERS A MEANS
TO LAYER CONTENT ON
TOP OF REALITY
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7. IF EVERY PUBLISHER HAS ITS OWN UNIQUE FILTER
THROUGH WHICH IT SEES THE WORLD…
DIFFERENT TAKES ON SUPERSTORM SANDY
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8. EVERY BRAND CAN APPLY ITS
OWN FILTER TO THE PHYSICAL LOCATIONS
WHERE THEIR AUDIENCE IS RIGHT NOW.
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9. 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.
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10. THE OPPORTUNITIES TO TAKE A GIANT LEAP
IN AWARENESS AND RELEVANCE ARE ENORMOUS.
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CHECK OUT THESE BRILLIANT EARLY EXAMPLES…

11. GRANATAPET
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%.
SOURCE: http://beeliked.com/social-media-buzz/5-foursquare-marketing-campaigns-to-learn-from/
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12. THE HISTORY CHANNEL
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.
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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.
SOURCE: http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=21328
http://mashable.com/2011/07/13/foursquare-marketing-campaigns/
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13. PEPSI MAX
By 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/
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14. CORCORAN GROUP
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.
SOURCE: http://www.forbes.com/sites/davidvinjamuri/2011/11/17/location-location-location-the-corcoran-group-tips-the-way-forward-for-foursquare/2/
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15. THOUGHT STARTERS
FOR LOCATION LAYERS

16. 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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17. 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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18. 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.
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19. THANK YOU
TM & © 2014. DiMassimo Goldstein. All Rights Reserved.
digobrands.com
@markdimassimo