Douglas Crets

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Giving Credibility to the Shadow Education System

Foursquare: Advertising Reality

I have wondered for some time what Foursquare does, exactly.

It has performed a number of tasks for me in my daily life, ever since I have picked it up from the app store:

1. Discovering bars, restaurants, cafes, and once in a lifetime experiences in my East Village neighborhood and in Manhattan that are not advertised on TV, or on the radio.

2. Meeting new people in my neighborhood, who seem to have similar interests, or completely opposite interests as me (equally compelling)

3.

I have noticed that it does another thing:

1. It has turned Foursquare into an advertising platform for advertising and marketing platforms. See Lucky Magazine’s follower update:

Lucky Magazine lets us know she is at a shop

And then, if you swipe through the listings, you will see that what you are really getting is a very very small slice of a magazine experience through the window of the iPhone. but more importantly, you are getting someone’s attempt at a curatorial marketing experience.

foursquare lucky magazine

Lucky Magazine has a shoe crush, and you get a picture of the love object

Whoever is operating the Lucky Magazine Foursquare check-in is also spending some time to select things in reality that she is encountering on a day to day basis. This is the direction marketing must go. IT’s a social experience, with objects out in the real world, in your own neighborhood.

It so happens that the Foursquare HQ is in my neighborhood. I even get a slight peek every once in a while at what they are doing in their top secret lair. Unfortunately, I can’t read what’s on the board or the iPad, so I am not able to break any news for you about their future plans.

foursquare HQ

Jam session at Foursquare HQ

I can only assume it’s great.

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Filed under: Influence, , , ,

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