Marketers 'check in' for social sales

Marketers 'check in' for social sales
Marketers 'check in' for social sales
The campaign drove social buzz through Twitter and Facebook and built loyalty by creating a personalized experience for the winners, says Castronovo.

About 15% of those who won tickets through the Gowalla promotion actually attended the game. The Nets consider the initiative a success and plan to release more location-based marketing for this fall.

To help get the word out, the basketball outfit ran a billboard in New York City in July, encouraging people to check-in to the team's Foursquare page.

Local bars and restaurants, as well as national franchises such as Chili's Bar & Grill, are also testing location-based marketing. Chili's kicked off a Foursquare campaign in July giving away free chips and salsa to people who check-in to participating locations of their restaurants. Participating locations are marked on Foursquare with a “special offer” flag whenever a guest is within 200 yards of the restaurant. Chili's used in-store signage to drive awareness.

“With the rise of Foursquare's popularity, Chili's wanted to capitalize on this tool by offering a cutting edge incentive to our tech-savvy guests as a unique way to connect with them,” says Nicole Cochran, marketing director for Chili's Grill & Bar.

While Chili's would not disclose how many customers checked in to this offer, Cochran says if the experiment proves successful, it will extend the offer to all of its 450-plus franchise locations and promote it more heavily in social media.

Given the opportunity to expand existing loyalty programs and the immediacy of location-based marketing means that many marketers will continue to experiment with this channel.

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