Facebook Places hasn't landed in Germany yet, so Lufthansa is dressing Foursquare up in lederhosen for an Oktoberfest campaign.
The airline becomes the first major German brand to run a campaign on the geo-social platform. People who check in at three different "Wiesn" locations during Munich's Oktoberfest can earn a 20 Euro voucher for a future Lufthansa booking - as well as an official Foursquare badge for the event.
Interestingly, the Foursquare campaign is built into a recently redesigned Lufthansa Facebook page that incorporates more location-oriented elements. For instance, the page now includes a "Your Area" tab that lets viewers select a home nation with a couple of clicks before country-specific offers appear. Yesterday, for instance, the Facebook page was offering U.S. citizens special offers and other information on traveling to Germany for Oktoberfest.
The new page also includes an "LH Oktoberfest" tab for the campaign. People who click the tab will see a page describing how to play an Oktoberfest-themed game, while a Facebook-branded "Visit Now" button appears in the lower right-hand corner. However, those who click that Facebook-branded button are taken to a micro-site that details how to download Foursquare's app and how to earn the flight voucher. It also includes tips on how to visit beer tents around Munich's annual festival.
Additionally, visitors to Lufthansa’s Facebook page can now order tickets without leaving the social site for destinations in the U.S., Germany, India, Sweden, Spain, Great Britain, Greece, Turkey, and the United Arab Emirates. The German airline follows Delta Airlines' implementation of a tickets-selling widget in August.
Meanwhile, for geo-social marketing watchers, it will be interesting to see whether or not brands like Lufthansa will still bother partnering with Foursquare around the time of Oktoberfest 2011. By then, Facebook Places will likely be worldwide and possibly used at a scale so far unseen in the nascent geo-social space. Since launching Places last month in the U.S., the Palo Alto, CA-based Facebook has also premiered the service in the United Kingdom and Japan.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014