Home  › Social › Social Media
foursquare45

Big Brands Use Foursquare for Goodwill Marketing

  |  November 3, 2011   |  Comments

Arby's, Radio Shack, and Walgreens develop geo-social efforts with philanthropic tilt.

For at least the last two days, Arby's has purchased Promoted Tweets on Twitter for the term "foursquare". It's part of a goodwill marketing campaign running all month, in which the quick-serve chain will donate $1 for every Foursquare check-in at its locations nationwide.

Here's the Promoted Tweet copy: Check-in on @foursquare at any @Arbys location in #November & $1 will be donated to the @ShareStrength #NoKidHungry Campaign!

And Arby's social media team has been replying to nearly every Foursquare check-in coming through the Twitter newsfeed, while adding short comments like: "@consumerX" Nice check-in! You helped raise money for @ShareStrength #NoKidHungry Campaign! Thanks!

The Sandy Springs, GA-based chain didn't respond to interview requests about the endeavor. Share Strength is a Washington, DC-based nonprofit focused on ending child/adolescent hunger in the U.S. "No Kid Hungry" is the organization's motto.

Arby's campaign represents an emerging trend on Foursquare. In much the way brands have used Facebook in recent years to magnify their cause marketing initiatives, they are now beginning to employ geo-social.

Radio Shack plans to announce a "So Right" Foursquare badge for the holiday season, according to a Street Fight Q&A with the retailer's social media director Adrian Parker. Parker told the publication, "So Right is our new platform and we will have a badge called the So Right badge that rewards customers for checking into venues, events, and occurrences. The payoff for that is going to be a really philanthropic angle. This one is not necessarily going to be about offering a discounted value."

And Walgreens on Oct. 8 wrapped up a month-long effort where every time someone checked in on Foursquare or Facebook Places the pharmacy/grocery brand donated a flu shot to an uninsured, underinsured, or financially in-need person. The initiative ran nationwide and in Puerto Rico.

ClickZ Live Chicago 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!

ABOUT THE AUTHOR

Christopher Heine

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

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

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.

WEBINARS

Resources

Jobs