Following the success of a similar initiative in New York, TV channel HISTORY today launched a partnership with Foursquare that gives users of the geo-tagging service access to over 600 unique and quirky location tips, discounted deals across London and a brand new HISTORY ♥ London badge (pictured below). It’s the first partnership between Foursquare and a TV channel in the UK and gives the service instant access to millions of HISTORY viewers. So what does this mean for geo-tagging and Foursquare in particular?
For HISTORY, the tie up marks the repositioning of the brand toward a more tech-savvy, brand conscious consumer group. New shows such as Mud Men and the forthcoming The Kennedys appeal to a younger demographic, and HISTORY sees social media as a key method of reaching them. Its strategy is based around accessing groups of people who wouldn’t be traditional HISTORY viewers, and the Foursquare initiative certainly casts the brand in a new light as it utilises a platform that is, arguably, still the domain of early adopters. Within the next six months, however, this may not be the case if other big brands follow HISTORY’s pioneering example.
What is interesting about HISTORY’s approach is that it hasn’t set specific metrics for the project. To me this demonstrates a real understanding of the benefits of social media, targeting as it does brand awareness and positioning rather than meaningless number crunching. On this subject, Davidson said: “As a brand we’re extremely innovative, so it’s a natural step to be involved in new technologies [such as Foursquare]. Part of how we measure the success of the project is therefore simply being the first brand to do this in the UK. It’s a project that will evolve over the next six months.”
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