In the last couple days, two more unique examples of brands tapping into the potential power of location-based, social networking tool FourSquare have emerged. First, The Wall Street Journal launched three badge opportunities for New Yorkers; The Banker Badge (for checking into the financial district three times), the Urban Adventurer badge (for hitting all five boroughs), and the Lunch Box badge (for twice checking into a restaurant reviewed by the WSJ’s Lunch Box column. Other than giving New Yorkers more incentive to use FourSquare, I am not sure what this gives The Journal, other than some buzz.

Second Jimmy Choo is going to run a real time treasure hunt around London during the next few weeks. Jimmy Choo representatives will use FourSquare to check-in at fashionable London hangouts and then hang around for just a short period of time. The first person to catch-up with them gets the sought after shoes.

It is going to be an interesting summer as we watch how other brands unlock opportunity on FourSquare.

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