How Geolocation Targeting Can Succeed
A recent partnership between the NBA's New Jersey Nets and the geolocation service Gowalla provides an early indication of the potential success of geolocation targeting.
A recent partnership between the NBA's New Jersey Nets and the geolocation service Gowalla involved the distribution of 250 pairs of tickets as Gowalla virtual items in targeted locations (sports bars, outdoor parks, gyms) during a recent Nets basketball game on April 12th. Users that found these virtual tickets upon checking into these locations were able to redeem them for actual Nets tickets at the arena’s box office. Ultimately, 15.2% of Gowalla virtual ticket winners attended the game.