Foursquare is a location-based social networking service that allows users to check-in at locations and earn points/badges. The document discusses Foursquare's features, partnerships, funding, and past promotional campaigns with brands like Zagat and Warner Bros. It then proposes a new promotional campaign called "The City is Your Playground" to increase members through a sweepstakes where users earn clues to check-in at 10 venues across cities to win the "Governor" badge. The campaign aims to boost awareness, referrals, and partnerships through competitive gaming.

1. Foursquare’s Social Media
Campaign
Presented By Ashley Woodington

4. • location-based social
networking service

5. • location-based social
networking service
• works with applications
for iPhone and Androids.

6. • location-based social
networking service
• works with applications
for iPhone and Androids.
• uses checkins to give
users new info. on
locations in their city

7. • location-based social
networking service
• works with applications
for iPhone and Androids.
• uses checkins to give
users new info. on
locations in their city
• and award points and
badges as incentives.

8. • location-based social
networking service
• works with applications
for iPhone and Androids.
• uses checkins to give
users new info. on
locations in their city
• and award points and
badges as incentives.

9. Foursquare
Founded
March 2009, NY
Check In Info Tips
OK! We’ve got you @ Foursquare w/ Dennis Crowley
and Naveen Selvaurai
You’ve unlocked the “Newbie”
badge In a little over a year, acquired
roughly 1.8 million registered members
and draws in approximately 10,000 daily.

10. Foursquare
Founded
March 2009, NY
Check In Info Tips

11. Foursquare
Founded
March 2009, NY
Check In Info Tips
Initially funded by Union Square Ventures, O'Reilly &
AlphaTech Ventures and has recently teamed up with
Andreessen Horowitz
Three Types of Business in Mind
Small, privately owned stores and restaurants
Brands with retail chains
Huge Multinational Marketers

12. Foursquare
Founded
March 2009, NY
Check In Info Tips

13. Foursquare
Founded
March 2009, NY
Check In Info Tips
Purpose:
To create, share, and communicate venues and
brands in the area by turning everyday life into a
game/competition

14. •Works in tandem with Facebook and Twitter
providing further exposure for non-users
Strengths •The new deal with Andreessen Horowitz will
provide further funding to expand
Being such a new service, many users have been
Weaknesses experiencing problems with the app and site
Growing Market, Promotions for mayor's and active users,
Build customer loyalty and drive traffic, Recently released
Opportunities their own app store to entice big brands
to jump in on the trend
Location-based networks may face a declining trend
need to look at what motivates their users to share with others
Threats and make it central to the application's design and user
experience

15. SWOT
•Works in tandem with Facebook and Twitter
providing further exposure for non-users
Strengths •The new deal with Andreessen Horowitz will
provide further funding to expand
Being such a new service, many users have been
Weaknesses experiencing problems with the app and site
Growing Market, Promotions for mayor's and active users,
Build customer loyalty and drive traffic, Recently released
Opportunities their own app store to entice big brands
to jump in on the trend
Location-based networks may face a declining trend
need to look at what motivates their users to share with others
Threats and make it central to the application's design and user
experience

16. Past Promotions
ZAGAT Warner Bros.
•trusted restaurant review service
page includes official Zagat-rated tips • Valentine's Day
and recommendations that users can
add as to-dos to their Foursquare • tips and to-dos centered around
experience romance and Valentine's Day activities
as well as a badge to go with the
•"Foodie Love" Badge campaign
•"Meet the Mayor" online interview • Page suggested a list of romantic
series that will feature discussions locations across several metro cities while
with prominent Foursquare mayors promoting the Feb. 12th release of the
movie

17. Consumer Behavior
Theories
GEO-UTILITY
With the evolution of the
The idea of "making something
useful for Internet, users are able to find
where you are right then"
- Faris Yakob, exec VP-chief technology what they are looking for solving
strategist at McCann Erickson
the "where" problem.
Social networking sites provided
the "what" factor.
Now location based data is
supply us with the "where."

18. “The City is Your Playground”
The objective for my campaign is to increase members significantly,
building awareness to the fairly new social networking site,
furthermore leading to collaborative promotions through various big
name brands.
My theme came from the idea of foursquare the ball game. The game
is popular with children on the playground so I wanted to relate the
campaign to a childhood game similar to a scavenger hunt.

19. • campaign designed to entice users to compete for the ultimate prize.
• Users would be notified via e-mail about the sweepstakes as well as by
promotions through the Foursquare fan page on Facebook.
• instructed to refer three people to sign up to the social media site.
• Points will then be given when users sign up and have a section to credit
the referral.
• Once the member has achieved the referral step, a selected list of the top
ten venues
• check in at the venue in order to receive a clue provided by prior tips, as to
where or what the next venue is.
• The sweepstakes will run for one month, and the first person to correctly
check in at all ten venues will be awarded the "Governor" Badge.

20. Budget
Being a social networking site that started from the ground up, money comes with
winning the "popularity contest"
Depending on the budget that the company permits, a prize of some value could
be given. Once a user has obtained the badge, Foursquare will post the 50 state
winners on the home page and the governors will be eligible forspecial offerings as
well as secret hotspots around their community.
Costs will accrue through employing the people to get the job done
Foursquare will need to implement a way to select the top ten venues per city as
well as having a way to transmit clues to the user.

21. Conclusion
• This game will give incentives to users to refer friends and ultimately bring
new users in, while promoting the name behind it all.
• Success can be evaluated in the number of new members as well as the PR
the company will get from branching out through social networking, much
like Facebook's triumphant hurdle to the top.
• With that exposure, Foursquare will be much more likely to gain attention
from big brands and partner up through promotional events that will benefit
both parties.