Foursquare, the location based micro blogging service, has shown significant growth worldwide growing from only 96,000 users in December 2009 to 650,000 in March 2010 (Comscore). Although still relatively small in the UK with currently 31,000 users we can expect this to grow exponentially as content providers such as the Wall Street Journal move to integrate Foursquare into their offering – Bringing an new dimension to their content as well as educating their readers on the Foursquare platform . In addition social networks by nature grow in appeal as more users adopt the service, adding value by increasing the social community.
Similarly to Twitter, what will certainly add to the Foursquare hype is it’s celebrity appeal, as Arnold Schwarzenegger leads the way by encouraging fans to follow his whereabouts via the California Government site
Why is this important to Cadbury?
As Foursquare grows to critical mass we need to be aware of how we can benefit from the service and how it can bring extra dimensions to our activity. For example the newly announced Trident International Globetrotter, Katie P could be checking into each festival as well as her whereabouts when she’s back home – perhaps even with a micro blog offering any fans within the area a free drink with her to get a chance to meet her and talk about the campaign.
A celeb influx also creates a greater opportunity to promote PR parties giving a real-time view on which celebs are attending the next Caramel Nibbles party. For those users following multiple celebrities it would be very impactful if they could see they were all partying together at the same venue. Soon with celeb social media buzz becoming increasingly important celeb status may be judged on a Foursquare following and have a big role to play in the invite list.
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