Nominate a Campaign: Location-Based Category

[Janette Toral]

The Location-Based category intends to spotlight on campaigns done that utilizes location based services sites (e.g. Google Maps / Latitude, Foursquare, Gowalla, Facebook Places, and similar sites) with the intent of driving traffic or utilization of a promotion to a physical establishment / event - either as an independent / individual effort or as an advertiser of the site.

Nominate a site now by posting a comment on or before July 26, 2011 (no more extension after the said date). It should include the following:

1. Campaign name:

2. Campaign description / mechanics: (it should have start/end date, campaign objectives)

3. Website url(s) where campaign was launched and related developments (e.g. launch, progress, availment / utilization / sales, feedback or post-campaign write-up).

4. What makes this campaign outstanding? (results generated and how it helped the organization in comparison to how it was prior to start of the campaign)

 

Review the judging criteria

Back to DigitalFilipino and Search Profile Index Social Networking ...

[Fitz Villafuerte]

I'd like to nominate the Thirsty Blogger campaign through Foursquare. :D

 

Campaign Name: Thirsty Blogger - www.thirstyblogger.com

Dates: January 2011 to March 2011

Objective: Increase site visitors and establish brand equity

 

Mechanics:

Encourage Foursquare users to become a contact. Leave relevant and useful tips in coffee shops, restaurants and bars all over the country. Get mayorship if possible.

 

Development:

Initially launched by simply adding a "Follow Me on Foursquare" badge on the sidebar of www.thirstyblogger.com to increase contacts. Everyday, by simply using the web interface, tips where added to relevant locations.

 

Results:

Around 8% increase in site visitors as measured from the number of direct traffic for the site. Facebook fans increased from around 200 to almost 900 fans. Daily income from Google Adsense increased by 50% during campaign period.

 

Campaign strategy was briefly discussed during iBlog 7 which received a positive response from the audience and even getting commendations from other bloggers, such as digital marketer and tech blogger, Carlo Ople. Write-up at http://goo.gl/SNOmx

 

Merit:

Perhaps, the first Philippine-based blog to do an active marketing campaign through a location-based service.

 

[Katrina Cruz]

Final Wave of There's A Meat to Our Name Promo!

Mechanics: (September 27, 2010)

1. To qualify, you have to be a fan of the Fish and Co. Facebook Page and living or holding office in Pasay, Manila, Taft, and Baclaran Fans.

2. Share this poster to your friends on Facebook by clicking the "SHARE" button (post to profile).

3. After sharing, leave a comment on this picture.

4. First 25 fans to share and post a comment win a free dinner at Fish and Co. Mall of Asia on September 28, don’t forget to bring a friend. So hurry! Post now. Invitation will be sent through personal message.

5. The dinner invitation is non-transferable and can only be redeemed on the said date. Pls. bring valid ID.

 

http://www.facebook.com/notes/fish-co/final-wave-of-theres-a-meat-t...

 

I found this amazing because it made you wait for your place's turn and really watch out at their site in hopes of availing the free meal.

[plsburydoughboy]

1. Campaign name:

 

Team Manila Lifestyle Foursquare offer

2. Campaign description / mechanics: (it should have start/end date, campaign objectives)

 

This campaign has been active since November 8, 2010 and is ongoing.

 

copypasted from Dean Paul Cabansag's blog (url below):

 

What you have to do is to go to the Team Manila Lifestyle store at the Power Plant Mall, get your touchscreen phones and check-in via Foursquare. You get 10% off on your Team Manila shirts for every 3rd check-in *with purchase!. You don’t have to make any purchase on the 1st and 2nd check-in so just feel free to visit and browse their collection.

3. Website url(s) where campaign was launched and related developments (e.g. launch, progress, availment / utilization / sales, feedback or post-campaign write-up).

 

blog post where campaign was originally found:

 

http://www.deanpaulcabansag.com/2011/01/team-manila-foursquare-spec...

 

Team Manila Lifestyle Powerplant Mall's Foursquare

 

https://foursquare.com/venue/736641

 

Team Manila's Facebook Page

 

http://www.facebook.com/teammanila

 

Team Manila's initial announcement of the promotion on their Facebook Page

 

http://www.facebook.com/teammanila/posts/173136996031826

4. What makes this campaign outstanding? (results generated and how it helped the organization in comparison to how it was prior to start of the campaign)

 

Team Manila Lifestyle has been actively engaging fans and followers across multiple social media platforms for a while now, so I felt that the blogging/social networking community acknowledge this in turn. Proving that they are platform agnostic, they embraced the technology to locate themselves in foursquare and encouraged buyers to visit their physical stores multiple times and sign in to get discounts. Buyers do not have to buy anything for the 1st few visits, so they encourage people to pass by just to look at their new wares. Signing in will let visitor's contacts now they have been at the store, and potentially exponentially increase the number of visitors.

 

This is not a contest in the conventional sense, however for a location service like Foursquare, this is a more appropriate and common campaign. 

[MA. CONCEPCION DS. BALMACEDA]

1. Campaign name: 7-ELECTIONS GULP YOUR VOTE

2. Campaign description / mechanics: (it should have start/end date, campaign objectives)

The local 7-Election Gulp Your Vote campaign was set to provide Filipinos a fun and informal presidential polling platform that made it more accessible for the voting public to make their voices heard and introduce the concept of choice and responsible voting to a wider demographic. Through this advocacy campaign, 7-Eleven believed that it can help the country by making the Filipino voters informed and aware of the importance of the national elections. The campaign’s focal objective is the promotion of transparency and voter awareness for the Philippine presidential elections. Its product, Gulp, was to be used as the platform for the campaign. Further increase in Gulp sales was targeted.

The campaign applied digital advertising, supported by traditional, below-the-line, and point-of-sales activities. Innovations included use of digital creative technologies; social media marketing efforts (such as a Facebook fanpage and blogs); a customized campaign microsite, www.7-elections.com ; specially designed Gulp cups; registration of cup sales at point-of-sale; voting/polling for the presidential candidate of the customer’s choice; real-time weekly vote tallies; and final results display in all 7-Eleven stores on 12 May 2010, the day after the actual 11 May actual elections.

The campaign ran from 17 March to 11 May 2010. The campaign required consumers to buy Gulp in specially-designed 16 oz. cups which had the name and picture of the presidential candidate of his choice or the candidate that he wishes to “vote.” The POS registered the sale of each cup. A weekly tally of “votes” and the final results the day after the actual elections were displayed in 7-Eleven stores, the microsite and the fanpage.

Corollary to this, with each purchase, a receipt was issued with a TX/VX code. By entering this code in the microsite, a user received an email confirming his vote. Votes could be shared on social media with the statement, “User just Gulped their vote for (candidate’s name).” A digital graph containing all store updates were filtered according to city and date. Google Maps was used in the mapping out of all 7-Eleven stores. Mapped Results featured a per-store result system where users could locate their nearest store and see their local result.


3. Website url(s) where campaign was launched and related developments
(e.g. launch, progress, winners announcement, post-event write-up).

www.7-elections.com
http://www.youtube.com/watch?v=FQpcUSk-_PM

4. What makes this campaign outstanding? (results generated and how it helped the organization in comparison to how it was prior to start of the campaign)

The 7-elections campaign boosted sales of the 16 oz. Gulp cup by fifty-one percent (51%). An overall increase of twenty-seven percent (27%) was attained for all Gulp products.

Google Philippines cited the 7-Elections campaign to be the FIRST to successfully use Google Maps technology in a branded campaign.

Engagement and communication were achieved. Average posts on the fanpage were at 700 a week.There was a one hundred percent (100%) increase on the 7-Eleven Facebook fanpage There were a total of 49,413 unique visitors with page views at 121,810.

The campaign’s polling results were consistent with the results of the actual elections. The campaign was successful in the seamless integration of digital and offline activation.