Whrrl: Social Media Week LAPresentation Transcript
Location-Based Marketing: To Check-in or Not to Check-in John Kim VP of Products of Pelago
Quick Bio John Kim @jkimlosangeles VP of Products for Pelago Previously at:
Bank of America & HSBC
Primer: Location vs. Place
Precision matters Primary values: What does it mean to others? How can this data make my everyday life more fun or make information to me more relevant? What else can I discover?
Whrrl is a real-world game with a purpose: to end Social Rut. Whrrl enables people to explore and experience their surroundings in an entirely new way.
How? By bringing together people with the same real-world passions to share ideas in a social game experience. Enter Whrrl Societies
Whrrl Societies = Passion Groups for the Real World “There’s a Society for that.” (Over 4000= and rapidly growing.)
Societies are Unique and Powerful
A community, not a badge - Groups of people interacting with each other through real-world recommendations. Everyone can participate. Foodies, craft beer lovers, architecture geeks, Four Seasons guests...
The game - The gameplay in Whrrl is designed to compel Whrrlers to share their passions and intimate knowledge of the real world.
Unprecedented relevance - Simply by bringing together people of shared passions, the conversation gets more interesting. Then, Whrrl supercharges the discovery with proprietary algorithms.
Society Rewards - For the first time ever, brands and merchants get exactly what they want: the ability to reward word of mouth.
Society Levels How the game works: Users earn points for influencing others, via:
Trend- setter Maven More Loyalty & Influence VIP Insider Rookie Users level up and earn titles as they gain points.
Check-ins help you discover Societies Pelago @ Pelago 90 Union St., Seattle Pelago 90 Union St., Seattle Rookie Four Seasons Society
Check-ins unlock recommendations, missions or challenges Pelago 90 Union St., Seattle
And share experiences Whrrl users share their real-world experiences out to Facebook and Twitter as photos and notes. Their friends then comment and “like” their slides - a viral loop. When friends are together, they can join their check-ins and connect their cameras!
And broadcast to the Web... Photos and notes are published out to Twitter and Facebook (not shown) Whrrl tracks page views
Check-ins unlock Society Rewards As users level up in the Society, they get more chances to win!
So why should physical world businesses care? People are voting with their feet They are creating media This is the opportunity to drive: