whrrl: social media week la
DESCRIPTION
TRANSCRIPT
Location-Based Marketing: To Check-in or Not to Check-in
John KimVP of Products of Pelago
Quick Bio
John Kim@jkimlosangelesVP of Products for Pelago
Previously at:• Medio• Yahoo!• Overture• White House• Accenture• Bank of America & HSBC
Primer: Location vs. Place
Precision matters
Primary values:
1. What does it mean to others?
2. How can this data make my everyday life more fun or make information to me more relevant?
3. What else can I discover?
Whrrl is a real-world game with a purpose: to end Social Rut.
Whrrl enables people to explore and experience their
surroundings in an entirely new way.
By bringing together people with the same real-world passions to share ideas in a social
game experience.
How?
Enter Whrrl Societies
Whrrl Societies = Passion Groups for the Real World
“There’s a Society for that.”
(Over 4000= and rapidly growing.)
Societies are Unique and Powerful
• A community, not a badge - Groups of people interacting with each other through real-world recommendations. Everyone can participate. Foodies, craft beer lovers, architecture geeks, Four Seasons guests...
• The game - The gameplay in Whrrl is designed to compel Whrrlers to share their passions and intimate knowledge of the real world.
• Unprecedented relevance - Simply by bringing together people of shared passions, the conversation gets more interesting. Then, Whrrl supercharges the discovery with proprietary algorithms.
• Society Rewards - For the first time ever, brands and merchants get exactly what they want: the ability to reward word of mouth.
Society LevelsM
ore
Loyalt
y &
In
flu
ence
Trend-setter
Maven
VIP
Insider
Rookie
How the game works:
Users earn points for influencing others, via:•Check-ins•Recommendations•Want Tos•Did-its•Sharing
Users level up and earn titles as they gain points.
Check-ins help you discover Societies
Pelago90 Union St., Seattle
@ Pelago90 Union St., Seattle
Pelago
Rookie
Four Seasons Society
Check-ins unlock recommendations, missions or challenges
Pelago90 Union St., Seattle
And share experiences
Whrrl users share their real-world experiences out to Facebook and Twitter as
photos and notes. Their friends then comment and “like” their slides - a viral
loop.
When friends are together, they can join their check-ins and connect their cameras!
And broadcast to the Web...
Photos and notes are published out to Twitter
and Facebook (not shown)
Whrrl tracks page views
Check-ins unlock Society Rewards
As users level up in the Society, they get more chances to win!
So why should physical world businesses care?
1. People are voting with their feet
2. They are creating media
3. This is the opportunity to drive:
• Activation • Virality • Compulsion
Murphy USA
• Murphy USA is Walmart’s co-located gas partner
• 1,100 locations
• Among users who checked in• 44% visited a Murphy USA
for the first time• 85% choose Murphy USA
over a competitor
• Brand study to follow