Gowalla

Gowalla Promotes Farmers’ Markets

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Whilst their main SoLo competitor, Foursquare is doing a good job at connecting with brands, Gowalla is working with  have taken a socially responsible approach to their social network. Make Time for Change is an initiative supported by Fridgidaire and organic food enthusiast, Jennifer Garner. Users are encouraged to share information and tips about local farmers markets. In return, for each tip, Fridgidaire will donate $1 to Save The Children’s CHANGE campaign to provide nutritional food to African Children.

Social Location campaigns to drive for social responsibility and brand charity donations have been seen previously in Foursquare (CNN’s Healthy Eating Badge) and Facebook Places (Argos’ Teenage Cancer Trust donations).

More here on the Gowalla/Fridgidaire campaign

When it comes to location, SCVNGR may have got it right

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A while back, I argued that Foursquare is not social media at all, but it’s actually a game. Yes, it has the tools of social media, but when you look at how people interact with it, it’s the gaming element of becoming mayor that keeps users engaged. There’s an interesting interview with (the very geeky) CEO of SCVNGR (what have they got against vowels?) explaining the difference between what they are doing and the Gowalla/Foursquare approach. The key difference is the challenge element and making each check-in different. When you consider that this is actually what keeps the Foursquare users engaged, the it looks like SCVNGR have nailed it.

You can view the interview here: