Foursquare has begun rolling out a new style of advertisement which is displayed once users check-in at specific locations. Captain Morgan is one of the first brands to sign up for the new advertisements, which began in July 1 and will be running for 4-6 weeks, Advertising Age reported.
When users check-in to specific bars, clubs, or restaurants, advertising will be displayed suggests they order a Capt. Morgan drink, including “Captain and Cola”, “Captain and Ginger” and “Captain Mojito”. Users then have the option to view the cocktails suggested by the advertiser, or save it for later which will result in the user being emailed with the Capt. Morgan information.
Capt. Morgan isn’t the only alcohol company on board with these new ads, Smirnoff will be running a similar campaign beginning in August. Alcohol-related ads will only be shown to users they believe to be over 21, such as targeting those who have checked into bars and nightclubs with a 21 year age restriction.
They are also experimenting with other types of checking ads, including targeting families with Toys R Us and Babies R Us coupons after they check into local parks and playgrounds. A few people attending Comic-Con in San Diego will also see advertisements promising a free movie ticket to "The To Do List", CNET reported.
Foursquare is committed to not allowing what they refer to as “conquesting” ads, which would be a company advertising their own business after the user checks in at a competitors location, which will make this advertising a lot more appealing to many, not to mention it will seem less intrusive to users checking in.