Location-based marketing platform Scvngr today announced new brand partners in Subway, Sears, and Swatch. For Subway, it marks the first national campaign with a geo-social player involving a formal agreement.
"There is a chance that some Subway local [merchants] may be using some of the other services, but this is the first national endeavor," a Scvngr spokesperson explained.
Subway, based in Milford, CT, is using the mobile platform to promote adding avocado to its menu options. For an effort running until July 12, the retail chain will reward 25 Scvngr players with two free tickets to the Hollywood premiere of upcoming Warner Bros. film, The Green Lantern. In addition, other players will receive free tickets to see the flick in a local theater, as 1,200 total movie passes will be distributed.
Scvngr players can win the tickets by earning points with the following game-like activities:
- "Superhero Fuel" points will be rewarded to players who create their own sandwich with avocado as a central ingredient.
- "Quote It" points can be accrued by users expressing their favorite Green Lantern quote.
- "Flex for the Camera" points will be rewarded to those who take a photo of themselves next to a Subway logo, while flexing their muscles.
As part of the promotion, the geo-social users can watch an exclusive Green Lantern video and download wallpapers for their phone concerning the movie. While no announcement has been made, it appears that Subway has a cross-promotional agreement with Warner Bros. in the well-tested summertime tradition of integrated quick-serve-and-movie campaigns.
Sears Continues Geo-Social Experimentation, Swatch Dips Its Toe
A Sears campaign on Scvngr runs longer than Subway's, until Aug. 8, while the department store chain builds on its past location-based marketing tests via Facebook Places, Shopkick, and AT&T ShopAlerts. The retailer is offering shoe discounts to Scvngr players who check in at stores, complete challenges, and upload content to the app.
The challenges include: snapping a photo of sneakers/shoes; picking three sets of colorful footwear and taking a picture; and telling a brief story about where the player would like to walk to if she could go anywhere in the world.
Lastly, Swatch is using Scvngr to promote its "New Gent" watches line at five stores in New York City until July 6. Those who meet the so-called challenges will be entered into a sweepstakes to win one of the watches or a 13-inch laptop case.
Players are asked to take a photo of a watch in a Swatch shop that appears camouflaged against a wall or article of clothing. Also earning them points: solving the equation of the number of letters on the face of a watch at the 12 o'clock position minus the number of holes in the wristband times the number of hands on the watch; and, uploading the name of one of the sports watches.
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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