Checking in to location-based technology

LOCATION-BASED TECHNOLOGY    BFM   LV

Malaysia - In last week's segment on BFM89.9's Marketing Mojo, Advertising + Marketing took a closer look at how advertisers are using location-based technology.

Thanks to Foursquare, the term ‘check-in' has not only become a part of most people's daily conversations but it's also brought attention to GPS-enabled apps, which many companies have begun integrating into their marketing campaigns.

In China, luxury brand Louis Vuitton tapped on mobile company Jiepang's 1 million-plus users to promote its ‘Louis Vuitton Voyages' exhibition. JetBlue Airways encouraged its TrueBlue loyalty programme members to check in at various JetBlue terminals and automatically receive extra TrueBlue blue points and special deals.

However, one of the main obstacles of a check-in campaign is when consumers don't bother checking in. JetBlue tried to overcome this by executing a campaign in which travellers automatically receive messages when they enter an airport, reminding them to check in - a tactic known as geofencing.

But location-based marketing has grown beyond check-ins into the realm of location-based mobile ads.

Brands such as Victoria's Secret have enabled its display ads to pop up on consumers' mobile phones to show how far they are from the nearest store.

In other global news, Yahoo has introduced Yahoo Axis, which allows users to enter a search, see and interact with the results without leaving the page.     

On the local front, we discussed the results of a two-month Shoe Dating campaign by local shoe brand, Shoes Shoes Shoes. 

The campaign, conceptualised by Ogilvy Action KL, resulted in a 40% increase in sales, 30 times more PR value than the total campaign investment and catapulted the brand worldwide in markets such as the US, the UK, South Africa, Colombia and France.

Following its success, the brand is now planning to bring the Shoe Dating campaign to Singapore.

Last week's ad of the week was for US-based snack food brand, Cape Cod Potato Chips.

Listen to full show here.

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