Fun with Foursquare


Turn this year’s hot app into a win for your restaurant for just the cost of well…hot apps.

Remember when Four Square was just a playground game? Well my friends, I don’t need to tell you that times have changed, but I will anyhow. Foursquare is still a game but now in “app” (application) form, hitting smart phones everywhere and adding one more level to the complicated and constantly changing world of social media. Haven’t heard of it? It’s probably only a matter of time before one of your customers brings it to your attention, so let’s get a head start.

Here’s the scoop. Foursquare is a free location-based mobile network. Yawn. What? I’m sorry…did I lose you? How is that socially sexy? And why did countless media outlets call it the breakout app to watch in 2010 and tout that it’s the new Twitter? Part of the reason is that it’s taking a sense of place and creating a game out of it, inspiring competition within your social graph. The rest of the reason is that it appears that it’s got it “going on” in terms of creativity and partnerships, and leveraging the network in partnership with brands in a way that brands are willing to pay for.

Well, once you sign up, get a user identity and start making friends, you begin to explore the city you live in (or the city you’re visiting) and start “checking-in” wherever you go. Users receive badges and reward points for check ins, like a Newbie badge for your first check in, an Explorer badge for checking into 25 different locations, or the Crunked badge for four-plus stops in one night. You also start to get ranked on a leader board with your friend network, which inspires information sharing and friendly competition over a LOCATION.

Users can add a shout to a check in, giving information in real time and, in the case of restaurants, offer tips about good eats, special menu items and even sound off about servers and bartenders to ask for. (Of course, smart and socially connected bartenders and servers could do the same to fill up their seats first.) Tips about a location, like what’s good to eat or do there, are posted from every user on the network, not just your friends. Starting to see the relevance? One of the most coveted bits of status awarded to users is to gain the title of “Mayor” of a venue for the most check ins. Mayors get bragging rights, but more and more savvy venues are piling on a special offer that only Mayors can unlock.

Despite being a relative newbie on the social scene, Foursquare is taking the “friending” and connection aspects of the game a step further and making them matter. It hasn’t gone unnoticed in the big brand world. In February, Foursquare signed a deal with Zagat. Hipsters who check in at Zagat-rated restaurants in “major cities” will get a “Foodie” badge. (Given our history with Zagat, one has to wonder if we’re going to be deemed a “major city”?) A Valentine’s badge in select cities was added as a way to promote the movie “Valentine’s Day,” and signed papers with Bravo TV networks to integrate shows into the game. Tasti D-lite even had the presence of mind to turn the tool into a consumer loyalty program by tying a swipe of a card into a tweet or check in. Customers who agree to let the vehicles be connected gain points and earn rewards.

In a nutshell, all of us want to be the Norm at our favorite venues, which is why the mayorship of a location taps into a deeper-seated longing to be an in-the-know regular who gets rewarded for that loyalty. It also connects people to a place and a place to its people. Want to make it work for your business and don’t have the bucks of Bravo or Zagat? Just start simply. Put a badge on the restaurant’s home page, tout deals for Mayors or host a Foursquare appetizer or happy hour special in restaurant promotional vehicles. Again, right now base level entry and offers on the platform are free so really, what have you got to lose?

Friend me Rebecca L and learn more at www.foursquare.com or @foursquare on Twitter.

Rebecca Lunna is a writer and food fanatic who lives in St. Paul. Contact her at rlunna@comcast.net.Contact Rebecca Lunna at rlunna@comcast.net.