Brands must pony up to get name inside the mobile game.
Foursquare recently changed the pricing for customized badges from $10,000 to $25,000 per month, ClickZ News has learned. Brands purchasing the badges have to sign up for a minimum of three months.
A Foursquare spokesperson added in an email that "this fee is normally waived when we're working with non-profit organizations, such as the American Red Cross or the New York Public Library."
When then asked how many badges marketers get for the $25,000 and when exactly the price change occurred, the New York-based company wouldn't say.
Tom Rowe, a tourism marketer for Visit Baltimore, said he heard rumblings during March that the price hike was imminent. Rowe said he had interest in testing the badges when they were only $10,000, but now was "priced out" of the idea. For the previously lower rate, Foursquare had been offering five custom badges, he said.
What's the draw of branded badges for marketers? Names such as Starbucks (example above) and The History Channel have employed them in past campaigns. To describe the allure, Rowe said he would use them to drive tourists in Baltimore's popular Inner Harbor district to adjacent neighborhoods.
"For hardcore Foursquare users visiting Baltimore, due to the gaming aspect," he said, "I think it would be good to create, as an example, a 'Tattoo Badge' for the Tattoo Museum. I think we could encourage people to discover some of the other things to do around town."
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
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.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT