LBS Apps & Brands: SVNGR & Nissan
Previously I argued that LBS apps are as much about brand engagement as they are about deals/coupons. (Indeed this is where the money is.) Here's another of several examples: the Nissan "Juke the City" promotion using SCVNGR as an engagement tool.
SCVNGR, which just raised a $15 million funding round is being used by Nissan in connection with a sweepstakes to help build awareness of the new car.
According to the company's blog, users with the app (iPhone, Android) check in and complete challenges at locations in several cities (Chicago, Los Angeles, New York or San Francisco) in order to be entered to win a new Juke. There are also lesser prizes involved.
We'll see more and more smart brands use LBS apps to influence user behavior around new products this year and into the future. It's partly about location but mostly about brand awareness and affinity. And the gaming aspect works perfects in this context.
Deals are great to drive people into stores and physical locations (and for loyalty). But there's an equally large if not larger opportunity for these LBS firms and brands to work together in clever and creative ways.