HyperQuake

So, for all you loyal HQ blog readers out there, if you think back to 4/27/10, you’ll probably remember a post on how The History Channel was teaming up with everyone’s favorite location-based social networking platform, Foursquare, to help promote their new show “America: The Story of Us.”

On a local level, I continue to see more and more businesses taking advantage of what Foursquare is all about and unlocking the potential new ways to market to consumers as they check-in at their locations. I’ll admit, I’m still not completely sold on Foursquare yet, but I do know if I check in while at the cupcake shop near my house, I can get 2 free cupcakes and that’s a good thing. (They’re like $3.00 each!)

But, all kidding aside, I’m intrigued by the way that brands are using the Foursquare platform to connect with consumers. Bottom line, it keeps getting better and more relevant.

Recently Simon Owens over at Bloggasm.com shot me a note (thanks Simon!) about how C-SPAN has now teamed up with Foursquare to launch a political education campaign of sorts.

Concept is once again very simple. C-SPAN has a custom page on Foursquare and is pushing information on politics, public policy and government to people as they check in at various locations around the Washington D.C. area. There is even a YouTube channel set up, dedicated to sharing video feeds when you check in at specific locations. As things progress, apparently check-ins outside of the D.C. area will begin to be included.

Straightforward, simple and to-the-point as far as what it provides users. Not to mention, pretty informative from all appearances. I’ve seen the show Street Smarts and unfortunately clips of Jay-Walking on Jay Leno before and it’s clear that the majority of our society doesn’t know anything about politics, so with that in mind, this seems like a pretty good thing. Curious to see how it goes from here.

CAUTION: Loyalty cards are going mobile.  Companies such as Foursquare, Loopt Star, and Gowalla have officially turned cell phones into a one-on-one marketing device, simply rewarding you for checking in at places and doing things you already do. These apps allow companies to make current customers more loyal by encouraging frequent visits, while enticing new consumers with deals and savings available on their cell phones.

Mobile loyalty cards should be much more effective than physical loyalty cards or other digital campaigns in creating an individual connection with the consumer. Because the consumer does not receive any coupons he or she does not request, a company can create customized couponing based on where and what each person checks in doing.

Although it may take some time for people to get comfortable publicizing their location, coupons and deals at Starbuck’s, Macy’s, American Eagle, Gap, local bars and restaurants, and many more may give them just the shove they need to become believers.

As our world becomes ever more connected with our mobile devices, it’s inevitable that the needs and desires of advertisers to reach consumers effectively through them will follow suit.

What’s going to be most interesting is how marketers in the mobile medium play nice with users. I can only hope that intrusive ads for things I neither want or need don’t begin somehow floating across the screen of my iPhone out of nowhere, or that video/sound doesn’t just start blaring from my speakers, generating looks of disgust from all those around me.

To get consumers to truly engage with your brand and build their feeling of value for what it does for them, disrupting their mobile experience certainly isn’t going to yield success. It’s only going to make them turn off their phone and tune out your brand. Check out this article in Advertising Age by Freddie Laker for an awesome and appreciated viewpoint on this topic.

Ever been in an unfamiliar place, but been plagued by that all-too-familiar sensation of “Oh man, I gotta GO. Like, NOW”? HQ and Charmin are here to help.

From AdAge.com: “After nearly a decade of providing free, clean public restrooms everywhere from state fairs to Times Square, Procter & Gamble Co.’s Charmin wants consumers to find their own — via a free mobile social-networking utility, SitOrSquat.

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