Comments on: Check-In Based Deals Really Do Work

By: Mike Boland

Mike Boland — Sat, 04 Sep 2010 04:24:17 +0000

Point well taken from both Perry and Alan. It was the Virgin name that moved those tickets. It will also be virgin’s planes that fly them.

But snarkiness aside, you’re point is something i didn’t think of in this situation. The actionable local and mobile media we’re talking about in this situation is dependent upon the brand — the carrot.

Yes you could see Loopt as the distribution mechanism here. But everyone is experimenting in “deals”. The point that sticks out for me is that Altman & co talked virgin into broadening horizons (bad pun) beyond the advertising blinders/comfort blanket that is all too common among brands (and their agencies unfortunately).

I’m not convinced virgin wouldn’t have done that on their own and Loopt deserves the credit for that, and some other cool stuff. Thanks for reading and keep the comments flowing.

By: Alan

Alan — Fri, 03 Sep 2010 17:55:19 +0000

Agree with Perry–Isn’t Loopt (Foursquare, Gowalla, et al) simply providing a convenient (digital) redemption process for the Coupon? Virgin would have received equal (perhaps far larger scale) if they asked consumers to call a 1-800 # or send an email to confirm. Direct Response is Direct Response, after all.

By: Perry

Perry — Fri, 03 Sep 2010 11:51:08 +0000

Mike, while I agree with your conclusion, I really don’t feel this event provides any valid evidence. Just about anything you asked consumers to do to get a free ticket to Cabo would have worked for a strong brand like Virgin. I think the value proposition of check-in/Loopt in this example is really just a coincidence not a proof point for the power of check-in.