Whrrl: Social Media Week LA

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  • 1. Location-Based Marketing: To Check-in or Not to Check-in
    John Kim
    VP of Products of Pelago
  • 2. Quick Bio
    John Kim
    @jkimlosangeles
    VP of Products for Pelago
    Previously at:
  • Primer: Location vs. Place
  • 8. 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?
  • 9. 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.
  • 10. How?
    By bringing together people with the same real-world passions to share ideas in a social game experience.
    Enter Whrrl Societies
  • 11. Whrrl Societies = Passion Groups for the Real World
    “There’s a Society for that.”
    (Over 4000= and rapidly growing.)
  • 12. 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...
    • 13. The game - The gameplay in Whrrl is designed to compel Whrrlers to share their passions and intimate knowledge of the real world.
    • 14. Unprecedented relevance - Simply by bringing together people of shared passions, the conversation gets more interesting. Then, Whrrl supercharges the discovery with proprietary algorithms.
    • 15. 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.
  • 20. Check-ins help you discover Societies
    Pelago
    @ Pelago
    90 Union St., Seattle
    Pelago
    90 Union St., Seattle
    Rookie
    Four Seasons Society
  • 21. Check-ins unlock recommendations, missions or challenges
    Pelago
    90 Union St., Seattle
  • 22. 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!
  • 23. And broadcast to the Web...
    Photos and notes are published out to Twitter and Facebook (not shown)
    Whrrl tracks page views
  • 24. Check-ins unlock Society Rewards
    As users level up in the Society, they get more chances to win!
  • 25. So why should physical world businesses care?
    People are voting with their feet
    They are creating media
    This is the opportunity to drive:
  • Murphy USA
    • Murphy USA is Walmart’s co-located gas partner
    • 28. 1,100 locations
    • 29. Among users who checked in
    • 30. 44% visited a Murphy USA for the first time
    • 31. 85% choose Murphy USA over a competitor
    • 32. Brand study to follow