This document discusses Foursquare, a location-based social networking app that allows users to "check in" at locations using their mobile phones. It provides an overview of Foursquare's features and functionality, how merchants have adopted it in Singapore by offering rewards to Mayors, and opportunities for American Express to engage with Foursquare users through local events and influencers to promote merchant partnerships. The document contains confidential strategies and must not be reproduced without permission.

1. Foursquare campaign
May 2010

2. Four square background

3. www.foursquare.com
Real time feed Badges for
of activity unlocking
achievements
App available on a
slection of phones
Top score for a
particular
merchant
Check into
location

4. Power of foursquare
Location based. Time based. Accessibility.
Get it where you are. Get it when you need it. Get it now.

5. overview
Allows users to "check in" at participating locations by
logging in to the website, typically via their mobile phones.
The phone's (GPS) pinpoints a user's exact location. Friends
are informed of the user's whereabouts through alerts.
The mayor of a location is the person who has checked in
there the most number of times.
Launched March 2009, initially in only 100 cities in the
United States and Europe. Launched in Singapore in
November 2009.

6. adoption by SG merchants
The Garden Slug
Brewerkz offers a Standing Sushi Bar offers offers its mayor gets
free pint of beer – two free pieces of salmon a free cup-sized
for the Mayor on nigiri sushi or tuna nigiri soup of the day.
FourSquare. sushi for its mayor on
FourSquare.

7. adoption by topshop + topman
"We find Foursquare a perfect platform to excite, engage and interact with
our target audience, making their shopping experience more fun, unique and
rewarding. This is totally in sync with our fashion forward brand positioning,"
says Lisa Chai, senior marketing & communications manager, Wing Tai
Clothing Pte Ltd.
http://www.marketing-interactive.com/news/19727

8. opportunity
Twitter and Facebook currently have no location-based features.
Relatively new in Singapore
Merchants welcome social media campaigns:
"It's a little hard to tie direct profits to social media, but the
awareness generated by participating in social media has led to an
increase in the number of customers."
http://www.asiaone.com/Business/SME%2BCentral/Tete-A-
Tech/Story/A1Story20100219-199587.html

9. engagement

10. focus
Precint specific:
Mayor of Orchard
Mayor of Clark Quay
Merchant specific:
SPC
Burger King

11. events
Swarm events
Physical badges
at locations

12. Engage foursquare experts
Contact top 20 Invite well known
foursquare users foodie bloggers +
syndicate their content
on amex site
http://juicyndelicious.wordpress.com/

13. The concepts, ideas, strategies, information, materials, artwork, plans and copy
contained in this document are presented in absolute confidence and are the
property of Firestarter Pte Ltd and must not be reproduced, adapted,
communicated to third parties or in any way used without the express
permission of Firestarter Pte Ltd.
© Copyright Firestarter Pte Ltd 2010.