CRUNCHY NUGGETS: Earlier this week, Facebook announced that they’re adding a Places feature. It will allow users to “check in” to a location, and publish their status on their FB news feed. Preview users at TechCrunch are calling it not-so-user-friendly, but that’s just a lil’ aside. Why it’s so interesting is that it’s giving a location feature to the masses. And for my nay saying peeps who just don’t get why anyone would want to check-in anywhere, or earn badges that mean nothing, let alone why a marketer would care (wow…such a Debbie Downer on a Friday!), I thought I’d share a few cool, new examples of how check-in’s and badges are creatively being used for brands. Check these out…
Zagat – The well known food rating, places-to-eat-finding hub has now seamlessly combined their to-go mobile app with Foursquare. Make reservations, go out to eat, check-in, read reviews, email friends, and see photos of meals posted as Zagat has integrated multiple applications and features in with their check-in feature. Of course, in true Foursquare style, you can earn foodie badges, as well. Right now, Zagat is the leader in total number of followers on Foursquare. According to Mashable, the top 25 brands with the most followers on Foursquare currently fall into three categories: TV shows or Networks; Newspapers, Magazines or News Sites; and City Guides (Zagat falls into the third category).
Still not buying it?! Wow, you are one, Negative Nelly today, geez! Then how about easing into the world of badges with these two, clever program examples that reward consumer behavior…
Whole Foods – Just announced the release of its healthy lifestyle “mission app” for iPhone and iPad. In addition to healthy eating tips and nutrition info, users can earn badges for choosing (and one would assume, eating) better-for-you-better-for-the-earth-foods. Example badges include the “Organic Avenger,” for organic picks, and the Local Yokel” badge for locally sourced foods.
Molson Canadian Seize the Summer – And if you like driving consumer behavior quickly and would like to dabble in badges, say hello promotion just like Molson did this summer. Delivered as a Facebook app, users could earn “summer awesomeness” badges for doing typical (and some, just funny), summer fun activities. Reported on the honor system. Activities included getting a sunburn, BBQing a variety of meats, canoeing, even eating tiny donuts, wearing shorts, just doing nothing, etc. All stuff that is seemingly in line with what a Molson Canadian drinker would enjoy. As you claim that you’ve earned a badge through the app, you’d receive an email to confirm, and it would appear in your FB news feed. Earning badges would drive entries into a weekly sweeps to win one of 16 Canadian trip packages (music trip, sports trip, attend a festival, etc.). The program started this past June and ends on 8/27.
What’s nice about badges, in general, is that they provide a social currency that lets users identify and show the world how they feel, who they are, and what they care about most. So even if you’re not into the whole check-in thing, badges are a cost-nothing, cool means of driving loyalty and word of mouth.
Feeling a little bit more optimistic and inspired? Of course you do! That’s my good reader! Hope you have a weekend that’s equally as sunshiney and fulfilling. Go out and earn a happy person badge! TASTY TREND: Socially Acceptable; Here and Now
