Nice read in AdAge today on how brands are trying to tap into the potential power of location-based social networking site FourSquare. Since its inception, the service had slowly been rolling out into selected markets, until late last year when it went nationwide. It currently has a little over 300,000 users and is growing rapidly. Users check-in and are awarded with a various combination of points and badges.
Some restaurants and bars (mainly in NYC) have jumped on the bandwagon and are offering their own rewards (discounts, free appetizers, drinks, etc.) for users who check-in at their location and flash their mobile screen as proof.
As the service continues to grow, there seems to be strong opportunity and potential for savvy marketers to tap into this mobile consumer in a way that can be unintrusive, but engaging.