SCVNGR — the location-based mobile app that takes a really creative approach to the space — is teaming up with Columbia Pictures to help promote the upcoming film, Eat Pray Love.
The movie, which stars Julia Roberts, is about a woman who goes on a yearlong sabbatical to find herself. First she explores the pleasure of food in Italy, followed by spending time studying prayer in India and finally finds love in Bali.
The concept behind the film — one of traveling and self-discovery — actually makes it particularly effective as a tie-in with a location-based mobile app. In order to promote the overall themes of the film, SCVNGR has created different challenges that capture some of the experiences from the film in 26 cities across the United States.
Using the SCVNGR app for iPhone and Android, users can check-in to different locations. Each city will have its own locations that is marked as being related to “Eat,” “Pray” or “Love.” Like other SCVNGR challenges, visiting a location and then completing a challenge, such as snapping a photo or answering a trivia question, will earn users points and badges in the game.
Here are some examples:
- EAT – Looking for a little spice in your life? Stop by your Indian restaurant and send in a description of how spicy you like your food, like “holy-moly-fiery-burn-the-roof-of-your-mouth spicy,” and snag another 2 points.
- PRAY – If you’re more of a dreamer, find a serene spot in a public park and let your friends what you’ve always wanted to do. Sing in front of a crowded room? Write a novel? Score another 2 points.
- LOVE – Head to your laundromat and snap a pic of your dirty clothes arranged in the shape of a heart, score 2 points.
A Location-Based Tie-in That Makes Sense
Nearly every day we see another brand or product partner with a location-based social network for a promotion. After all, it’s a unique and effective way to advertise and to connect with customers.
We’re especially fans of SCVNGR’s approach to the location-based space, though. The company is demonstrating its ability to be unique and innovative with branded campaigns like this one, as well as with new features like social checkins.
As we noted when we first covered SCVNGR, the fact that the game aspect of the service has been given so much attention really sets the app apart from others in this space. It’s not tacking gaming elements onto a social network; it’s infusing social elements into a game.
World of Possibilities
We’re excited by how bigger brands are testing the waters with new forms of social media. We believe especially that there are lots of opportunities to make a great connections with customers through geolocation. These partnerships don’t just have to be standard “check in and earn a badge” deals; with a little bit of effort, they can be tailored to fit the service and the partner brand.
For content like movies and books, the power of location can expand the narrative. Think about how cool it could be if challenges could earn users money off a movie ticket, special clips from the film or a hidden interview with the cast.
When we think about the impact that location-based services can have on viral marketing as an industry, we get kind of dizzy. Just this week, at Comic-Con, Disney launched its new TRON [iTunes link] iPhone app. Inside the app, there was a feature that unlocked content if you used the app in the vicinity of the Disney Comic-TRON booth. We fully expect to see more of this sort of integration with marketing campaigns in the future.
What do you think about how film studios are using location-based apps to connect with audiences? Let us know!
More About: eat pray love, Film, geolocation, location-based games, Movies, scvngr
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