Download - Whrrl: Social Media Week LA
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Location-Based Marketing: To Check-in or Not to Check-in
John KimVP of Products of Pelago
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Quick Bio
John Kim@jkimlosangelesVP of Products for Pelago
Previously at:• Medio• Yahoo!• Overture• White House• Accenture• Bank of America & HSBC
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Primer: Location vs. Place
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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?
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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.
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By bringing together people with the same real-world passions to share ideas in a social
game experience.
How?
Enter Whrrl Societies
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Whrrl Societies = Passion Groups for the Real World
“There’s a Society for that.”
(Over 4000= and rapidly growing.)
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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.
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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.
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Check-ins help you discover Societies
Pelago90 Union St., Seattle
@ Pelago90 Union St., Seattle
Pelago
Rookie
Four Seasons Society
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Check-ins unlock recommendations, missions or challenges
Pelago90 Union St., Seattle
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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!
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And broadcast to the Web...
Photos and notes are published out to Twitter
and Facebook (not shown)
Whrrl tracks page views
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Check-ins unlock Society Rewards
As users level up in the Society, they get more chances to win!
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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
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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