5 lbs Interactive cases with check-in function at home and abroad

Compiling @bigla

With the rapid development of social media and mobile Internet, the concept of LBS (Location Based Service) is becoming more and more in-depth and affects widely the form of marketing communication, which is praised by the majority of brand advertisers and agency companies. This article shares five lbs marketing cases, all very good brand communication demands and location Mobile information combination, through creative activities for consumers to create novel online interactive experience, so that the marketing plan more imaginative.

Case 1 Street sign on the road--crossing the path of life

Objective: To enhance brand reputation by encouraging consumers to participate, experience and share activities with their friends through innovative lbs interactive forms.

Programme: "2012 Road View Journey, across the road of life, interactive activities and the open platform to cooperate with the street, consumers use the street account can be landed" 2012-way view of the journey-across the road of life "activity site, claiming their favorite pedestrian view of the car, import attendance data, began the journey view. By using the street sign in the real world, consumers can transform the "2.1-line" movement in daily life into kilometers in the virtual journey and push the outlook forward.

Results: This implantable exploration experience with the accurate and flexible location service advantages of the street, it conveys the key information of the brand like "Automobile", "Life Distance", "place transformation" and so on, and fully mobilizes the enthusiasm of the consumers and creates an online virtual journey full of interactivity.

Case 2 Street side boost Shanghai Volkswagen's idea Blue Blue program

Objective: Through the novel lbs interactive form, encourage the consumer to participate, experience and share the activity content to their friends, in order to pass the brand environmental protection idea, enhances the brand reputation.

Program: In response to global environmental advocacy and environmental protection in exchange for human sustainable development demands, Shanghai Volkswagen launched the blue-blue program in the country, the core business center of the three major cities northward, to build a "Lans observation station", while in the three major cities in the bustling metro, shopping malls in the setting of the green ladder, Encourage everyone in daily life as much as possible to take the stairs, less by elevator escalator, not only to exercise the body, but also reduce the elevator energy consumption, save limited resources.

As the LBS partner for this event, the street is "mobile, instant, interactive features in-depth to the entire activity of each link: In the event designated location, you can collect" Lans "virtual badge; consumers use the street-side account to log on to the activity site, you can accumulate" blue currency ", to win a good gift.

Results: The street will be the data and user behavior of the brand, combined with the open platform technology for the full binding, "check-in" has become a public interest in the accumulation of public welfare visualization in this use of mobile social technology become possible.

Case 3 Lufthansa-foursquare "good European Voice" medal

Objective: To showcase the Lufthansa brand and absorb more loyal customers in the competition

Programme: Launch of the Foursquare exclusive medal

The "good European Voice" singing competition is the world's most popular non sporting event, with more than 40 participating countries, Lufthansa is the official airline partner of the event. Therefore, Lufthansa specially designed a special medal for the competition. To obtain this medal, participants first need to pay attention to Lufthansa's Foursquare account and need to sign in at the Lufthansa airport or at a place where Lufthansa has official cooperation.

Effect：

more than 10,000 people worldwide receive the medal Lufthansa page with more than 50,000 fans Lufthansa for global travellers and fans to provide local language real-time reminders Case 4 Fast company-big idea Medal

Objective: To conceive a way to promote interaction with the reader and enhance its professional image in the field of brand innovation

Solution: With the popularity of the "Most Innovative companies list of the year", Fast company and Foursquare have launched the "Big Idea" medal, which will leave tips on the list in 100 locations around the world (close to the listed company). In order to get a medal, users first need to sign in at least two locations listed in Fast Company on Foursquare, such as a Japanese restaurant where employees often go to dinner when Amazon is still in the start-up phase. Or the Apple engineer had lost the iphone4 restaurant that had not yet been released. Anyone who signs in these 100 places can receive the brand's real-time and interesting tips from Fast Company.

Effect：

more than 17000 people worldwide get medals Fast Company has more than 60000 fans Fast Company offers tips to continue to play the role of interacting with the reader to give some brands unfamiliar readers have a greater interest to understand these brands, It also attracts more fans to sign in to get medals. Case 5 Granatapet: Check In, the dog is not afraid of hungry

Walking the dog in the street, the dog suddenly hungry, but did not bring dog food, how to do? There's a way! A German pet food company Granatapet to promote its brand, using Foursquare to conceive of an innovative and cost-less activity (a total of 10 billboards, costing € 350 per piece) to solve the problem. The company, which installed 10 outdoor billboards in Berlin and Munich, will automatically come out when users sign in on Foursquare.

Specific operations: The user's check-in will be recognized by the remote server, in the advertising version of the internal device and the server linked to the black box will control the Distributor. When the server receives the user's check-in, the dog food automatically comes out. With the role of classical conditioning, whenever the dog walked to the billboard near the board, in order to eat dog food, will be dragged to let the owner to the advertising board.

Effect：

On the first day of the

event, each billboard has an average of 118 check-in times. On the day after the event, Granatapet's pet store in Munich grew by 28%. Because of this successful event, Granatapet will install 100 billboards in 20 cities. Sales were up 14% from the year before, and pet stores ' demand for Granatapet products grew by 38%. Written in the last words

These five cases, the street with the Shanghai public to create two creative lbs marketing case, through the street with the clever cooperation with the open platform, as well as the originality of the activities of the design, in the Automotive brand marketing activities unique. Using its resources, Lufthansa has made more consumers a loyal customer. And Fast Company to play the influence of its list, so that more readers interesting to participate in the brand knowledge learning journey. And Granatapet's activities, using geographical information and psychological classic conditioned reflex concept, so that many pet owners by its admiration. These five activities from the line to the line, the virtual Internet and real life to get through, activities to achieve the brand demand and marketing goals, to achieve the maximum marketing value.

Recommended Reading: 12 lbs Marketing cases worthy of attention: http://www.socialbeta.cn/articles/lbs-marketing-case-study.html

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Author @bigla

This article link: http://www.socialbeta.cn/articles/five-lbs-marketing-cases-2012.html