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Lost In a Box is Back

Last year we partnered with The Edge in their cool location based competition Lost In a Box. As we blogged at the time, it was hugely successful with over 3 and a half million page impressions over 3 weeks in over 200,000 unique browser sessions. This proves what we have been saying for so long, that people love location based competitions.

This year The Edge came back to us and said they want to do it again and we were delighted to partner with them on Lost in a Box 2. By the look of the map it is even more popular this time as they add new concepts, including hiding 2 people in the box instead of one.

We’ll be looking forward to seeing Lost in a Box 2 break new records for engagement and have enjoyed participating with this campaign.

So if you haven’t tried it already, why not go and check it out yourself?

If you have any questions about how to use location in your next campaign, please contact us.

September 5, 2011 Posted by | AA Maps, competition, competitions, geosmart, lbs, lbs games, location based services, map tools, Marketing, new zealand, new zealand maps, proximity based marketing, Radio Advertising, viral marketing, Web Map, web maps | , , , , , , | 1 Comment

Lost In A Box A Highly Successful Location Based Radio Competition using Web Maps

When The Edge radio station decided to put together a location based competition, they called on GeoSmart to help. The concept was that they were going to hide a girl in a box for 21 days and listeners had to guess where she was by going onto The Edge web site where there was a GeoSmart Map and place a virtual pin on the map to guess where she was. At the end of the campaign Emma (the girl in the box would win $10,000 as would the lucky person who guessed the correct location, based on daily clues and other radio activities during the campaign.

GeoSmart provided the web map and tools allowing people to place their guesses on the map.People were only allowed one marker each, but they were allowed to move it as often as they liked. The Edge Network promotion manager, Robert Dickey came back to us saying, “The mapping system was amazing, everything that we could have wanted. Listeners found it easy to use and I’m sure it had millions of hits.” He was also very complimentary of out Web Developer who “was great and always willing to help with any thoughts or changes I may have had.”

I think the metrics blew us all away, we had no idea how popular this promotion was going to be, but Kiwi’s took to it with gusto. The results? Robert Dickey said: “We hade over 3.5 million page impressions, over 200K UB’s who spent an average of 7:45min on the site.”

We have been saying for a long time that Location is the next big thing in Marketing and have been thrilled to have a partner in The Edge that shared our belief and helped us prove it. This was an excellent example of using location in marketing.

If you have an idea on how you could use location in your marketing or promotional activity, be it a launch, location based games, letting people know where your events are, or where they can source your products and services, why not have a chat with us and see if we can help.

September 29, 2010 Posted by | AA Maps, Agencies, competition, competitions, geosmart, lbs games, location based services, map tools, maps, Marketing, new zealand, new zealand maps, proximity based marketing, Radio Advertising, social networking, software, Uncategorized, viral marketing, web maps | , , , , , , , , , , , , | Leave a comment

Location Based Services and Agencies

Now that the Awards are over, at least for a few months,  I’m hoping to have a little more time for blogging.

I have been talking to a number of agencies over the last 3-4 years about LBS. I don’t know whether it was me or that the bright lights in this agency space seem to all go offshore, often within the same company before we get to do anything together. Companies like The Hyperfactory have been doing some cool things on the edge of LBS, but it seems that all their cool stories these days are also overseas. It was great to see them enter the awards this year, though and they have a Finalist Award to add to their trophy room which must be bursting at the seams.

The types of LBS applications are very wide and we could have had many more categories in the awards. The thing is that location is simply what it sounds like. It is about where you are and what you are doing wherever you are. It could be about having a pizza delivered to you on the beach, or about catching the bus to Get Somewhere. It could be about going on a treasure hunt or finding a bar or cafe nearby afterwards. Location is ubiquitous, just as your mobile phone is. You are always somewhere. If your phone knows where you are, then it can help you find things, places and people. It can help you be entertained, help you with your sport or hobby, provide you with localised information, the list is infinite.

So back to Agencies. LBS adds another vehicle to incorporate into Marketing and Advertising Campaigns. It gives them the opportunity to come up with fun and compelling ways for brands to interact with consumers and other customers at the time and place that has the most relevance. Traditional forms of advertising are very often scattergun and rely on high levels of repetition to realise a call to action. Traditional Direct Marketing (DM) considers 5-7% response to be a good result. In my book that says that over 90% of the DM spend is wasted. Why is that? Because most people are not open to buy or looking for their products at the time they are ‘exposed’ to the promotion. In addition to that, most people are smart enough to look for what they want, when they want it. They will then either check out their favourite stores or use Google to find the products they want.

The other huge resource that people use is Word of Mouth Marketing, which these days means talking to people close to them, or just as likely today, to use Social Networking sites to ask the opinion of their ‘friends’.

So what can agencies do? They can come up with campaigns or solutions that are relevant to people’s interests at the time and place that is relevant to them. The time and place to tell someone about the great new winter fashion that is in their favourite clothing store, is when they are entering the mall. The time to tell people about the new Stephen King book is when they are near the bookshop.I’m going to talk a lot more about these concepts in the coming days and weeks, so why not subscribe to this blog with your favourite RSS aggregation app  like iGoogle.Just to put things straight, LBS is not something that will replace other forms of marketing, it will augment the campaigns, reinforcing the messages and making them relevant and encourage an immediate call to action. It is an enabler and a tool that will help brands fine tune their target marketing and improve its effectiveness.

I will also explain in future blogs how the tools and data that GeoSmart Maps has, can facilitate the creation of the applications or features of LBS from a laymans persepctive. I’m not a developer, but what I do understand very well is what each tool does and how it can be implemented to achieve the results you want. So if you want to know more, watch this space, bookmark it or get yourself an RSS Reader.

Also, do feel free to comment or ask questions.

A PAcked Room of LBS Enthusiasts at the Location Innovation Awards

March 25, 2009 Posted by | Agencies, awards, competition, competitions, geosmart, gps, lbs, lbs games, location innovation awards, maps, Marketing, new zealand, proximity based marketing, social networking, viral marketing, web maps | , , , , , , , , , , , , , , , , , , , , , , , , | 1 Comment

Free V, Free Ice Creams, Free Entertainment and Location Innovation Awards

So I’ve been thinking some more about entries that people could come up with for the Awards. It’s summer Downunder and that raises some interesting ideas for LBS applications for the Awards.

In summer we have lots of events such as beach parties and concerts in parks sponsored by various organisations and often in conjunction with radio stations. Often as part of these events, ice cream and energy drink brands get together and offer opportunities to win free product and other goodies by getting to the right place at the right time.

This might be a game or a treasure hunt or it maybe simply a matter of telling people that there is a free concert on in a particular park or beach, or that the Outside Broadcast Radio Vehicle will be at a certain spot at a certain time and if you are one of the first (x number of) people to get there you will get some free product.

LBS is a great way to get people to head for those locations. Here are a few examples:

  • Text a message to a short code with your current location (street address) and get the time and location of today’s beach party or concert, complete with personalised turn by turn directions on how to get there.
  • Text a message to a short code with your current location (street address) and get your first, or next clue to get you closer to your prize.
  • Text the name of your town to a short code  to get information about the next event date and time.
  • Receive a message that you can forward to your friends who you want to join you at the party or concert so they can also get their own driving directions.
  • As above but with electronic coupons so that the first (x number of) people with the coupons get the prizes or free product. Only people who receive the electronic coupon qualify for the prize, which means people who send invites will want others to send one to them, which creates a viral marketing process.

Another concept could be a solution for free product for people driving on a holiday trip. This could be along similar lines, but promoting a different service. For example:

  • In recent years the narrow Kopu Bridge leading into the Coromandels is a major bottleneck, sometimes with delays of an hour or sometimes much longer. On a number of occassions I’ve seen one of the distinctive V cars on the side of the road giving away cold cans of their popular energy drink to frustrated drivers sitting in a long line of traffic on a steaming hot summers day. If they are going to do that, they could come up with some sort of LBS traffic report telling people where the traffic jams are and where to find themselves a bottle of V to cool down with. Of course this would also be a great concept for brands like TipTop Ice Cream who frequent run summer competitions.

These are just a couple of ideas where popular brands can have some summer fun with LBS and Viral Marketing to promote their brands, show some technology leadership and appeal to the tech savvy Generation Y people and build some product loyalty.Maybe you could come up with an idea, win one of our awards and then sell the concept to them.

December 15, 2008 Posted by | awards, competition, competitions, driving directions, geosmart, lbs, lbs games, location innovation awards, new zealand, proximity based marketing, real time traffic, social networking, Uncategorized, viral marketing | , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | Leave a comment