Columbia Pictures Teams Up With Foursquare for “30 Minutes or Less” Badge

As the most expansive Foursquare badge program tied to a motion picture, it will be interesting to see how the program rolls out to the end. Users can follow 30 Minutes or Less, and then check in to movie-themed places.

Columbia Pictures’ action-comedy 30 Minutes or Less is teaming up with Foursquare to create an innovative program that encourages the use of social media with the film online and in the real world.

As the most expansive Foursquare badge program tied to a motion picture, it will be interesting to see how the program rolls out to the end. Users can follow 30 Minutes or Less, and then check in to movie-themed places. The check-ins include pizza parlors and banks, as well as food trucks, screenings, Comic-Con, and movie theaters on opening weekend. With all these check-ins, users will unlock the 30 Minutes or Less badge and receive incentives from affiliated movie theaters.

Once users have unlocked the 30 Minutes or Less badge, select movie theaters may offer them promotional items when they see the movie on opening weekend. In addition, Foursquare users in the US who have unlocked the 30 Minutes or Less badge will be entered to win the 30 Minutes or Less Foursquare Sweepstakes. The grand prize is $3,000, which can go towards a whole lot of pizza.

The promotion will take place worldwide. Domestically, the badge will be featured with a call to action on the movie’s print materials, including in-theater standees, bus shelters and outdoor advertising.

30 Minutes or Less is breaking new ground in reaching its target audience, engaging them directly in social media while they’re out in the real world using foursquare,” says Jonathan Crowley, co-founder of Foursquare. “By connecting with them when they’re doing the things they normally do – for example, presenting them with a hilarious tip while they’re eating a slice of pizza – the studio is creating a relevant connection and drive awareness of the film.”