Best location-based marketing
Has your brand used location-based marketing to create fun, useful and creative location-based content? Do consumers look forward to checking-in to certain places based on what they’ll receive from your brand?
Winner: Bravo’s Top Chef Just Desserts
Overview: The cable channel Bravo, which is owned by NBC Universal, was the first entertainment brand to partner with Foursquare, in January 2010, and with the location‐based meal recommendation sharing application Foodspotting, in the fall. The brand worked with digital agency 360i to build buzz around the premiere of the new show Top Chef Just Desserts. More than 80% of Bravo’s viewers have smart phones and are eager to share and discuss content online. The campaign organized a real‐world stunt dubbed “Top Chef Just Desserts Day,” where special food trucks would provide free desserts at partner venues nationwide in key markets. The only way to find out the trucks’ locations was through Twitter. Bravo created a unique one‐day badge on Foursquare for the event that was paired with deals at local dessert shops. Bravo also sponsored a category within the Foodspotting application so participants could easily share their experiences from the day with an active community of foodies.
Impact: Top Chef Just Desserts Day caused “desserts” to become a trending topic on Twitter in six major markets, and resulted in tens of thousands of impressions across mobile social networks. The television premiere enjoyed strong ratings: 1.6 million viewers tuned in during the 11 p.m. slot.
Overview: Garanti Bank is the second largest bank in Turkey and has assets worth around $78 billion. The bank sought to make the use of its ATMs, called “Paramatiks,” a habit for its young customers while also creating an innovative connection between the bank and its customer base. Noting the popular use of Foursquare, the agency Manajans/JWT created an online “Mayormatik” campaign for the bank using the location‐based social networking site. The campaign centered on a contest to become a Garanti ATM mayor at any one of 12 pre‐determined ATM locations. Contestants used the hashtag #mayormatik as a competition code during check‐ins, and the first round winners received iPod Shuffles. For the final round of the contest, the 12 people who succeeded in holding onto their mayorships until the last day of the contest were awarded with iPod Nanos.
Impact: The bank’s location in Bakırköy, Istanbul, has 214 check‐ins on Foursquare and the bank’s Facebook page has collected 47,976 “likes.”
Overview: In 2010, the North America airline company Virgin America announced service to two additional international locations in 2010: the popular Mexico destinations Los Cabos and Cancun. As a part of the launch, Virgin America implemented a limited‐time offer through social and digital media outlets to boost sales and raise awareness of the new destination offerings. For the promotion, the airline partnered with location‐based social mapping network Loopt Star. Residents in San Francisco and Los Angeles who checked in at participating taco trucks on the announcement day had a chance to receive two‐for‐one ticket offers to the new Mexico locations. In addition, Virgin America arranged for proceeds from every taco purchased to benefit the City of San Francisco’s Animal Care and Control Chihuahua rescue efforts.
Impact: The location‐based promotion made the flights’ announcement day Virgin America’s fifth highest sales day in 2010.