Posts Tagged 'galina'

1st foursquare campaign in Israel – Club Seat

Had an interesting discussion this week at Globes event with Ahuvah, a very wise and internet-savvy friend, about foursquare. She asked me – Why? A simple question, complicated answer. Once, not so long ago, people were asking the same WH-question about Twitter, and look were we are now.

foursquare logo

But back to me. I check-in at places of interest, usually business-oriented – meaning if I’m at a the Finance District of Tel Aviv, or the Hi-Tech district – where I’m more likely to meet people. But so far, as Ahuvah was clever to ask, those check-ins resulted in fewer random meetings than I expected. So again, Why? I guess convenience has something to do with it, meaning a proper application – Gravity. I’ve previewed Gravity before, saying it’s the main reason for my increased use of foursquare – a flick of the navbar, and I’m Here! Nevertheless, I believe foursquare is much more than just a contest for who’s got more Mayorships. It’s a valuable database of knowledge about people habitts – and knowledge is power. Much like twitter that crossed the chasm, foursquare too needs the same things: celebrity, business, media coverage.

Club Seat - 1st Israeli foursquare-based campaign

Club Seat - 1st Israeli foursquare-based campaign

Celebrity we have (not many though), media coverage still lagging, but now we have a business. Seat become the 1st business in Israel (Hebrew) to use foursquare in a digital campaign (Hebrew, again), Club Seat, along with 3 known clubs in Tel Aviv – Gazoz, Galina, and Sublet. People are encouraged to create an account in foursqaure, download the app of their choice and visit the clubs. The campaign is three-fold:

  • The club that receives the most entries by August 30th (end of summer break) is crowned ‘Best Club in Town’;
  • Top 20 people with the  highest number of check-ins at any of the 3 clubs will receive concert tickets;
  • The mayor of each club will receive a plane ticket (round trip I hope)

Personally I was hoping the 1st business will originate from the restaurant/cafe/bar industry, much like Starbucks is doing in the US, or FT.com’s deal to attract youngsters in London. Seat, along with Grey Interactive, have taken a leap into un-charted waters in Israeli advertising, as foursquare is still in early-early adopter stage here. Facebook has transformed the digital space in Israel – more than 3 million people connected (about 60% of internet-connected homes), #2 fastest growing country in the Middle East (7%, monthly), top 10 countries in terms of average time spent (globally!), and more. No campaign is complete here without a facebook presence. Twitter and foursquare are still considered ‘geek-only territory‘, although twitter is gaining momentum in celebrities and media.

Club Seat was only launched this week, so the stats are obviously low (Gazoz 9 check-ins, Galina 3 check-ins, and Sublet 4 check-ins), but it will be interesting to see how this pilot evolves and what impact will it have on the advertising industry. Stay tuned.




Mobile & Media Consultant. I help startup companies launch products to the consumer market. Reach out: dvir.reznik [at] gmail.com
Website
About

Archives

Disclaimer

This is my personal blog. The postings here do not represent the thoughts, intentions, plans or strategies of my past employers or of my clients. It is solely my opinion.