06 Feb Check-in and Benefit
By Kate Enright
Social check in has taken off and is now a key element to modern marketing. From physical business premises to virtual stores and even charities we now check-in almost everywhere we go. Why? Well although it is used by some to inform friends of their location, possibly to brag, possibly to extend an invite even just as habit, the biggest push is now the actual incentive provided by the organisation itself. Whether it is a money-off voucher, a free coffee or even a charitable donation delivered on your behalf, all of these incentives are a way for companies to ensure their names are out there.
Our ever growing pools of online friends, means our degrees of separation are becoming smaller with an estimated 3.74 DOS for Facebook users worldwide. It was only a matter of time before these figures were taken advantage of my marketers on a global scale. In a network that wide information flows easily and extremely quickly.
Most recently, Pepsi decided to use Social Check in as part of its Superbowl half time advertising campaign. Pepsi worked with GetGlue and Shazam to incorporate mobile into the campaign. The audience for the Superbowl in 2011 was averaged at 200 million internationally and is one of the most expensive advertising outlets imaginable on T.V. Pepsi are coming all-guns-blazing this year.
“The Super Bowl is one of the biggest sports and social events of the year,” said Alex Iskold, founder/CEO of GetGlue, New York. “For Social TV in particular, this is a huge national event because it is watched live and discussed amongst friends, family and even strangers,” he said. “Fans will comment on every play, discuss the halftime performance and then continue on to the end of the game and even until the next day.”
Pepsi’s Super Bowl advertising campaign centred on two things, music and getting people to talk during the game. Users who ‘checked-in’ to the game could access additional content and receive coupons for buy-one-get-one-free Pepsi products. Pepsi also partnered with Pandora to create a radio station that users could tune-in to for game day-themed music.
Bottom line is, if companies as large as Pepsi are using these techniques for marketing, then they are a must-have for all of us moving forward, especially in industries feeling the pressure from competition from online markets and the bite of the recession, such as the high street fashion retailers. We’ll be keeping an eye out for the latest and most exciting uses of social check-in in 2012.
To find out more about how Social Check-in can boost business check out marketing innovator and digital strategist Caroline Giegerich talking about it: http://www.youtube.com/watch?v=ROQ5Dbf3M3g