Location based services are at the forefront of social technology. Applications like foursquare allow users to share and network with people in their immediate geographical area. Brands are finding these services extremely valuable; marketing efforts can be highly targeted to users. Rewards offered through through these types of services are driving customer loyalty and increasing repeat business.

New Territories

New services and ideas are emerging that ask us to rethink the meaning of “Location” alltogether. Miso, a new iPhone, iPad and web application treats entertainment as Location. With MISO, users check into television shows and movies. Similar to foursquare, points and themed badges are awarded to users based on check-ins.

New Features Offer Increased Brand Opportunity and User Experience

Miso recently announced a new feature called Fan Club that will offer users with an even more enhanced media experience. The pilot Fan Club program is offered in partnership with TNT for the third season of their popular show Leverage. When Miso users check in the right number of times (somewhere between 1 and 1,000,000, according to their blog) they will unlock Fan Club games, quizzes, exclusive video and photo content and more. This type of feature would lend itself perfectly to other industries: books, magazines or museums, for example.

With the field of location blown wide open, the possibilities for user experience and brand opportunity are endless. Consider checking-in to cultural, social or intellectual property, even states of mind. Check-in to “Stressed Out” and receive de-stressing tips from an expert or a coupon for a massage from your local spa? Yes, please!

What kinds of “new” location experience would you like to see augmented by a platform like foursquare or Miso?

By Emily Gibian

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