If you're working in sports and you haven't heard of Foursquare or Gowalla yet, it's time to do your research. Why? The New Jersey Nets are paving the way for sports organizations to begin experimenting with the two aforementioned geolocation platforms to measure how they can deliver in the event marketing space. Geolocation platforms allow users to check into and engage with physical locations and events via mobile devices (here in this virutal setting, marketers can reward them for their loyalty/engagement).
Check out a terrific case study below that details how VaynerMedia teamed up with the New Jersey Nets to create an innovative Gowalla initiative that drove a group of select, influential fans to the Izod Center to check out a game live.
Huge opportunities lie on the horizon for sports marketers looking to utilize Foursquare and Gowalla - the key question at this point remains how readily society will adopt these geolocation platforms.
To download VaynerMedia's presentation (above) please click here.
A special thanks to Sam Taggart of VaynerMedia for his insights and contributions to this column... a must-see!