Foursquare and Entertainment Brands. Why?
Location-based mobile apps continue to be the latest rage, with Foursquare leading the pack. It seems like every day there is a new partnership announced, which leaves us social media marketers wondering, “Should we be jumping on the bandwagon?”
I have to admit, there are some pretty innovative Foursquare campaigns out there that help drive traffic and sales for local businesses. But what about entertainment brands? Bravo was the first TV network to partner with Foursquare and, according to Mashable, is one of the top five brands on the platform. They offer tips from their “Bravolebrities” on restaurants, bars, and stores.
History Channel provides Foursquare users with historical facts about locations they check-in to around the country.
MTV took some of their hottest celebs (DJ Pauly D anyone?) and gathered their tips and stories from local hot spots to share with fans.
All of these campaigns are missing something. The bottom line! If you’ve spent any time in the entertainment industry, you know it’s all about ratings and advertising dollars. None of these Foursquare campaigns contribute to that bottom line, because they don’t push traffic to the networks’ websites and they don’t encourage tune-in. Branded Foursquare campaigns are far from cheap, and we have yet to see any published results from these entertainment campaigns to suggest they’re worthwhile for the brand.
A recent Forrester study finds that only 4% of U.S. online adults have ever used a service like Foursquare. These users skew heavily male and are most receptive to coupons and offers. My conclusion? Leave Foursquare for the retail-based brands.
Don’t get me wrong. I find the History Channel Foursquare tips very cool, and I always want to know what The Situation is doing, but these campaigns are not going to make me tune-in.
What are your thoughts?
runquatro:
BrandonSings:
JamesOClark:
MattAt214:
LibbyMyers44:
ElyseHeslin:
Room_214:
peterahall:
jo_rogel:
JasonCormier: