Time to look in on how Foursquare’s numerous brand partners are testing "promoted updates,” the geo-social platform’s first-ever advertising product that was launched last week . We’ve got examples from Whole Foods, JCPenney, Hertz, Old Navy and Crunch Fitness.
First, a quick tutorial on how the GPS-enabled promoted updates work. If downtown New Yorkers open the Explore tab on the Foursquare app while near an Old Navy, for example, they could receive a promoted $15 off special from the retailer that can be redeemed if they check in at a store in the vicinity. The ads platform also has similarities to paid search promotions . When users search for specials, a relevancy algorithm serves deals based on the users’ check-in history and whether they’ve “liked” the retailer.