Home > Week 7 > Not Just Twitter and Facebook

Not Just Twitter and Facebook

When we hear about social media we usually hear about Facebook and Twitter however there are other social media sites that are capturing the market. Brightkite with more than 2 million users is one of them.

Brightkite is a location-based social networking site that is available on mobile devices. It is a system that allows people to keep up with friends and places. Moreover, it lets people see where all their friends are and discover places in their neighborhood. For advertising, Brightskite constructs a geo-fence around a specific location and only targets people checking in within that area.

Source: http://www.flickr.com/photos/bouldair/2516100039/

According to the article: “Brightkite Launches Ultra-targeted Advertising Solution after Successful Pilots with a Range of Brands” published on newsblaze.com, the system targets according to a wide range of significant criteria including:

  • Location and Place
  • Demographics
  • Behavior and Activity
  • Conversational Context
  • Time of Day
  • Weather
  • Media Usage

In addition to these criteria, Brightkite provides three types of time relevance to their campaigns:

  • Historical
  • Current
  • Future

Here are some examples of companies that are developing local promotions:

  1. Gap offered local customers a mobile coupon for 15 percent off for in-store purchases at new Gap stores.
  2. Ben & Jerry’s gave their customers who were close to their retail locations offers such as $1 ice cream Bars.
  3. Brightkite users visiting Las Vegas received discounted hotel rooms from Trump International Hotel and 50 percent off tickets to Cirque du Soleil shows.

I believe that besides being seeing as a little intrusive system, Brightkite could leverage on its local advertising to enhance user shopping experience by offering products/services relevant to their needs. Plus, Brightkite’s ultra-targeted campaigns can help marketers to minimize wastage and communicate to local audiences more effectively.

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  1. March 6, 2010 at 11:50 pm

    I appreciate the review of BriteKite, but have you tried it? Would you put your location out there, and share it with friends? Would you do so to get offers? I’d like to see more of your own review.

  2. March 23, 2010 at 1:45 pm

    As I said it seems a little intrusive but as a marketer point of view it could pay off if we deal with local venues. But personally, I consider myself a late adapter so I would probably need more time to try and fully embrace this new technology.

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