Okay, let me set this up for you. I used to be mayor of Dixon Schwabl. Then a terrible thing happened: my smart phone broke and I was thrown back into way-back-ness of 2008 to the days of a cell being capable of internet but not “smart.” Lack of “smart” casued me to be thrown out of my Mayor-ship by Will.
He may have been excited.
He may have been gloating a little.
See, then Ian had to work over the weekend and the extra time at the office gave him an advantage. He’s now our reigning mayor.
He didn’t tell Will until Monday.
It got a little tense in the interactive suite.
But that’s okay, now I have a BlackBerry and I’m on a quest to get my seat back.
If you’re not sure what the heck I’m talking about, I encourage you to try out the latest in social media channels – FourSquare. Using your smart phone and the lovely powers of GPS you can use your FourSquare app to “check in” to places that FourSquare tells you are near by. By entering venues into the system, users have built quite an extensive database of “places to be” and after checking in you can “shout out” your location to your FourSquare friends, Facebook friends, and Twitter followers so everyone knows where you are. (Or you can not, your choice.)
So what does this mean beyond creating yet ANOTHER online distraction to our everyday? Well, there’s a list of venues that are playing the brand-loyalty game by offering “Mayor Specials.” There are swarms and festivities, bridging the real-life/cyber-life gap. (See Gram, I do actually go to see my friends in person.) There are business encouraging friendly competition between their regulars to make mayor a bigger deal than buying the place.
As the App movement of this decade increases the integration of our online self with our actual self, I’m sure there will be more Foursquare and things like it. New games, new forms of socializing, and new opportunities for marketers to leverage the fun of the medium to sell product. It’s up to us to take the tools the geeks give us and think “what can we do with this for the benefit of our clients and how can we increase the brand experience for their consumers?”
Brand experience is so fascinating. If you would have asked me 3 years ago if I’d be battling a coworker for a seat at Mayor of Dixon Schwabl, I would have looked at you funny. Now all I can think about is, “What if we offered this to mayors of *** client?” or “What if we gave this to every person who checks in 10 times at ***?” or “What if a consumer checked in at *** and were greeted by the special ***?”
New technology and new tools – so exciting! And when you check in to Dixon Schwabl say hi to our current mayor and take a twirl down the slide to say that you did.











