foursquare Inks Several Media Partners

FoursquareLogo.jpgGeolocation-based mobile application and game foursquare is checking in with a host of media companies, as AdAge.com detailed deals with Bravo (as reported by WebNewser last week), HBO, Warner Bros., Zagat, and The History Channel.

foursquare business-development executive Tristan Walker told AdAge.com:

Of course we are scared that everyone will hate it. We’ve gotten a ton of interest from various entertainment brands, but we’ve gone with the ones that are relevant to our platform and can be made seamless to our user experience.

The challenge is going to be redefining what engagement really means. Is it tip unlocks? Check-ins at recommended places? We are working with these brands to find engagement metrics that work, and we are painstaking about getting feedback from them and building that analytics set that makes sense.

We will build a product that is great for brands based on their needs, but only those that value the platform and want it to succeed.

The Bravo partnership features specially branded foursquare badges at locations related to the network’s series including The Real Housewives, The Millionaire Matchmaker, Top Chef, Top Chef Masters, and Shear Genius. foursquare users with the social network’s apps for Blackberry, iPhone, Palm Pre, and Android, or users of Bravo’s Guides by Bravo iPhone app, have been able to partake since Feb. 1.

HBO joined the party to promote upcoming series How to Make It in America, AdAge.com reported, rewarding foursquare users who unlock badges with tips from publishing partners including Blackbook, Urban Daddy, Flavorpill, Racked, and Eater.


WB’s foursquare effort is part of its promotion for feature film Valentine’s Day, which will be released in theaters Feb. 12. When users check in at romantic venues suggested by the film, they unlock movie-themed badges, according to AdAge.com.

Zagat populated five cities with tips on drink deals, the best times to dine, and which entrees to order, and by checking in at Zagat-rated locations, foursquare users can unlock new foodie badges or, should they become mayor of one of those locations, be featured on Zagat.com‘s Meet the Mayor series, AdAge.com reported.

Zagat senior product manager Ryan Charles told The New York TimesBits:

We saw thousands of foursquare users checking in to Zagat-rated restaurants and saw an opportunity to present content to them as well as engage them in game play.

There’s an added incentive for users to be the mayor of a Zagat-rated restaurant. Also, visitors to our site who may not already know about foursquare will learn about it. It’s a great cross-promotion.

AdAge.com said details were not yet available on the partnership between foursquare and The History Channel.