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Geo Gaming_Foursquare SVNGR

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					                        ***HOT TECHNIQUES!***
                     ***PUBLIC RELATIONS UNIVERSITY***
                       By LOU HAMMOND & ASSOCIATES
                            FOR PANAMA CITY BEACH

                               HOT TIP: GEO-GAMING



Foursquare is a cross between a friend-finder, a social city-guide and a game that rewards
its participants for doing interesting things. It encourages users to keep up with the places
their friends go, as well as discover new places and challenge them to explore destinations
in new ways.

Foursquare is a free social-networking device available anywhere in the world, with service
to over 500,000 international users. A web and mobile application, Foursquare is currently
available on iPhone, Android, webOS, BlackBerry and Windows Mobile. It allows
registered users to connect with friends and update their location and awards points on
weekends and non-business hours for "checking in" at specific locations.

The Foursquare apps for iPhone, Blackberry, Android and Palm use GPS to show a list of
nearby places when users check-in. Participants can also choose to have their Twitter
and/or their Facebook accounts updated as well when they check in.
Users earn badges by checking in at locations with certain “tags” or for checking into a
location frequently. Foursquare is currently developing a program to eventually allow
users to add their own custom badges to the site.

If a user has checked into a venue more than anyone else, on separate days, and if they
have a profile photo, they will be crowned "Mayor" of that venue, until someone else earns
the title by checking in more times than the previous mayor. Users can create a "to do" list
for their private use and add "tips" to venues that other users can read, which serve as
suggestions for interesting things to do, see or eat at the location.

In February 2010, the company entered into new commercial partnerships with Zagat,
Bravo, Conde Nast, The New York Times and several other firms to offer tips, specials and
new badges to followers.

Foursquare has also acknowledged a grass-roots effort by declaring April 16 "Foursquare
Day" via both Twitter and Facebook. Any individual or business with a Foursquare
account can participate in Foursquare Day, which offers incentives from special discounts
to creating special badges.

Foursquare Objectives:

             Combines friend-finder and social city guide tools with a game component to
              encourage people to explore a particular city/destination or visit a specific
              hotel/resort, rewards them for doing so
             Drives repeat business
             Businesses and destinations earn customer loyalty while users earn points,
              win “Mayorships” and receive badges for trying new places and revisiting old
             Allows users to interact with each other by giving tips on certain places
              they've visited, i.e., specific hotel staff or spa therapist to ask for, Best Pizza
              in Salt Lake City, Best Mojito in Charleston, etc.). This tip-sharing is
              emerging as a new version of TripAdvisor for mobile phones
             Creates a direct capacity for commerce, even more so than Twitter

Glossary of Common Foursquare Terms:

             Badges – Rewards earned for checking-into places. Foursquare is
              constantly adding new badges and likes to hear suggestions from its users

              Many badges are tied to venue "tags." People use tags to describe the
              places on foursquare (e.g. pool-side lounge, specialty cocktails, fireplace,
              wine bar, etc.)

             Points – Most Foursquare check-ins will earn points. Users can earn points
              for a first time check-in at a certain place or by adding a new place to the
              listings. A list of the users who have racked up the most points on the
              "leaderboard" is displayed. The idea is that the more one experiences, the
              more places one visits, etc. the higher the score for that week. The
              leaderboard resets every Sunday at midnight
             How points are currently awarded:

                o +5 points for first time checking-in at a venue
                o +5 points for adding a new venue
                o +1 point per check-in, increasing by +1 with each additional check-in

            Mayorship – If a user has been to a place more than anyone else, they are
             crowned "The Mayor" of that location. Mayorship titles can be taken away by
             others who break check-in records

            "Tips" and "To-Dos" – Tips are generally items recommend to others while
             in a location (i.e., Go to XX restaurant and try the “Old Fashioned" cocktail)
             while to-dos are more "notes to self" (i.e., "remember to come back and try
             the pesto noodles"). Whenever checking into a location, a pop-up a tip might
             appear that a friend has left nearby

            Off-Grid – An “off the grid" check-in allows users to check-in but hide their
             location while still collecting points

How it Works for Hotels or Resorts:

            A property can add itself to Foursquare for free by visiting the Web site
             ( and creating a profile with name, location, images
             and any other information that should be made public
            Hotels and resorts can announce they are part of Foursquare on their Web
            Foursquare tells a property how many times a customer has been there and
             the frequency of their visits
            Properties can view statistics about check-ins. These stats include recent
             visitors, most frequent visitors and most popular check-in times
            Staff can monitor popularity or any positive or negative reviews placed by
             users about a property
            Properties can offer special treatment to Foursquare users. For example, if a
             foursquare user is at a hotel, Foursquare tells them what they have to do to
             receive a free drink or discounted spa service. If a user happens to be in the
             neighborhood, Foursquare can let them know that a particular hotel or resort
             is giving special treatment to foursquare users and that they should go by for
             a visit
            Hotels or resorts can encourage users to show their phones to hotel staff as
             a way to prove their loyalty to a particular place
            Examples of how hotels or resorts can use Foursquare to reap customer
                       o Foursquare users that are deemed “mayor” (the highest title) can
                          enjoy a complimentary meal at the hotel restaurant or a
                          complimentary overnight stay or spa treatment

                     o If a guest has been at one hotel/resort more than 10 times, the
                       property can reward the individual with items like a free cocktail
                       at the lobby bar or a room discount
                     o When a guest shows the front desk that they‟ve checked in on
                       Foursquare, the property can offer a $20 gift card to use towards
                       the next stay as well as a chance to be entered in a contest to
                       win a free room

                     o Guests who check in between certain times can receive a free
                       cup of coffee or cocktail and perhaps credit towards a meal on
                       their next stay.

                     o Promotional discounts or two-for-one specials for food and drink
                       in hotel restaurants during a certain month

How it Works for Destinations:
         A destination can add itself to Foursquare for free by visiting the Web site
           ( and creating a profile with name, images and any
           other information that should be made public
         States or cities can announce they are part of Foursquare on their tourism or
           CVB Web sites
         Foursquare can be used to promote city or statewide neighborhoods,
           restaurants, historical landmarks, attractions, events, etc. by rewarding
           visitors with badges and special treatment including discounts and
           complimentary offerings
         Specific badges can be created that focus on a specific city or state and
           encourage visitors to explore new businesses or lesser-known landmarks
         Visitors and locals can “check-in” to city or statewide locations to earn
           badges that celebrate the traditions of that destination.
         Destinations can encourage visitors and locals to discover the music or food
           of a certain neighborhood through historic sites and iconic venues while they
           meet up with friends and share feedback on Foursquare
         Examples of how destinations can use Foursquare to promote tourism:

                     o Create a badge that is a reference to a popular attraction, such
                       as vineyards, famous movie location sites, and earn rewards in
                       return, i.e., visitors who visit vineyards will receive the badge and
                       be provided with a free tasting or bottle of wine
                     o Provide travelers with state or city designated badges and points
                       for visiting an historical landmark or national or state park. After a
                       certain amount of times visited, free entry will be given
                     o A city or state can create a badge for a traditional food. Visitors
                       that order the signature dish at a city restaurant score points and
                       earn a discount or free drink towards the next visit
                     o “Mayors”– a person who has visited a city or state the most – can
                       receive complimentary accommodations or airfare
                     o Destinations can offer badges or earn points for attending
                       particular events, i.e., music or food festivals, arts & craft fairs,
                       business openings
How it Works for the Traveler or Hotel Guest:

              Users set up a profile with picture and basic info – name, city, state, etc.
              Log in to Foursquare and check in to the current venue
              To check-in, a participant chooses the name of the place they are in from a
               list of nearby places. If the place isn‟t found, users can always add it to
               Foursquare‟s listings. Foursquare won‟t know where a person is unless they
               check-in to give their location
              Users can make new friends at different venues as the application lets them
               know what people are in a particular location, i.e. “Who‟s Here” list
              Points and badges are awarded based on different criteria
              Users can only check into one place at a time
              User profile stats include:
                              o Days checked in
                              o Number of check-ins
                              o Average check-ins when out
                              o Percentage of check-ins at new places
                              o New places discovered
                              o Most frequented venues
                              o Number of different venues
                              o Most frequented cities
                              o Mayorships



Founded in Boston, MA in September 2008, SCVNGR is a geo-gaming platform that
enables anyone (individual, destination or hotel / resort) to quickly and easily build
location-based mobile games, tours and interactive experiences. A „scvngr‟ is a new type
of mobile game that blends digital experiences with real-world interactions that range from
alternate reality games to full scale city-wide excursions.

An interactive texting scavenger hunt that uses proprietary cellular technology to send out
clues, scvngrs can be played from any phone on the market. Mobile phones can play via
SMS (text message), mobile web or SCVNGR‟s free iPhone, iPod Touch (with wifi) and
Android applications.

Scvngrs take many forms, ranging from fully interactive mobile tours through museums
and to large-scale promotions that have thousands of people competing for a brand-
sponsored prize.
How it Works for Individual Users

Individuals who want to partake in a SCVNGR hunt can simply log onto
and browse through hundreds of existing games, or they can create their own,
subsequently inviting friends and family to partake in the hunt. Participants can find games
located in their neighborhood by entering their zip code or city name on the SCVNGR
website. Featured games are ranked by their user rating, popularity, difficulty level and

If a player is interested in a SCVNGR, they can peruse the game‟s mission details, mission
photos and instruction cards before signing up.

Sample SCVNGR for New York, NY:

Once logged in, players receive their first clue within 20 – 30 seconds. Depending on their
preferred method of gaming (text, mobile web or app), players are sent riddles and clues to
lead them to their next destination within the hunt. Players must answer questions and
clues correctly in order to advance.

At the end of the mission, players‟ points are tallied up and a winner is named. High-
scorers of the hunt are listed on the Leaderboard section of the challenge site. High-
scorers also have the opportunity to share their success with friends and family via social
networking tools such as Twitter and Facebook.
How it Works for Destinations

Businesses and/or destinations have two simple options to make SCVNGR work for them
– XPLR, a free version of the software that allows them to create their own mobile games
or Builder. Builder is scvngr‟s enterprise level product designed for institutions that need
a reliable, powerful, flexible and supported platform on which to build their interactive
mobile games, tours and experiences. Builder offers all sorts of extra management
features, additional tools and technical support to make a scvngr sing!

   A sampling of companies who use Builder?

How Are Institutions Using SCVNGR?

      SCVNGR Cities
      SCVNGR Cities allows destinations of all sizes to create fully integrated mobile
      tours. SCVNGR's interactive mobile-based tours are always on and ready to go.
      They provide an exciting and educational way to attract, engage, and inform your
      visitors using cutting edge technology that everybody's got right in their pockets.
      Instead of being told about an attraction or aspect of the destination, visitors will be
      compelled to locate it, solve a riddle and learn something unique about it, win points
      and be guided to the next location depending on how they scored.

      SCVNGR Exhibit / Museum
SCVNGR Exhibit provides all of the software and services to take a museum
mobile. A keyword of your choice acts as the code that enables mobile users to
enter your game-based tour through your museum grounds! You can add additional
tours or games anytime for your different exhibitions, permanent or traveling and
even design customized adventures tailored to families or teens.

SCVNGR Promotion
SCVNGR Pro is a turnkey full service solution that SCVNGR offers to anyone
looking for a totally unique interactive mobile high-tech buzz generating promotion!
SCVNGR prides itself on being able to create a promotion that will invigorate your
brand, making it the talk of the town for months and months. All SCVNGR Pro
packages come with the full power and expertise of our rockstar game-development
and execution teams.

SCVNGR Radius is a powerful platform that enables small local advertisers to
effectively utilize sophisticated location-based mobile advertising techniques to
deliver targeted mobile coupons to mobile consumers within a certain radius of their

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