Over the past several months, I’ve gotten more interested in location-based apps (sometimes called location-based services, or LBS) and the incredible potential this idea has for businesses. In my previous blog posts on the subject (regarding Foursquare’s downtime and the announcement of Facebook Places), I’ve maintained that these mobile apps have brought no real value to my life thus far – not because of the services themselves, but because of the lack of creativity in creating meaningful, valuable marketing campaigns that engage customers. Lately, I’ve seen more progress and I’m happy to share a couple of the good ones.
I like this one because I volunteer with Make-A-Wish as an airport greeter, meeting “wish kids” and their families coming to San Diego from out of town. When you check in with Facebook Places at a Southwest Airlines airport, they’ll donate a $1 to MAW Foundation. Better yet, they walk you through the process in case you haven’t done much checking in. The result is an easy, effective and charitable way to use location-based apps. Make-A-Wish Foundation raises money, SWA gets more check-ins and earns some social capital. Pat on the back to everyone who worked on this campaign.
You’ve got to hand it to the History Channel on this one. They’ve actually added factual, historical content as a ‘tip’ at what appears to be hundreds of location pages on Foursquare. Sure they cover the typical monuments, parks, & museums you’d expect, but I found tons of businesses and other attractions on their list. Because the folks at the History Channel have their facts straight and include a little more information in their tips, many more people are inclined to check the “I’ve done this!” box, keeping their tips at the top. Check out an example with the Bellagio Hotel in Vegas. The History Channel adds more than just, “go see the water show,” and in return gets much more action on their tips. I’m curious to know if this has affected their viewer ratings on cable, increased web traffic, or raised any other performance metrics. Anyone got any inside info?
Gowalla has spent most of the month of December giving away stuff for people who check in – things like watches, backpacks, Southwest Airlines travel vouchers. I haven’t signed up for Gowalla yet, but judging by some of these incentives, I might have to give it another look.
What examples have you seen of creative and valuable new uses of location based services like Foursquare, Gowalla, and Facebook Places?