While many newspaper’s around the world struggle to find their way in the growing world of online, Metro continue to evolve and leverage the internet and deliver its content to readers where they are – everywhere (such as print, laptops, smartphones).
Their latest move is the signing of a new partnership with Foursquare that will combine editorial content with location-based social networking. Foursquare is a location-based social network that lets players use their mobile phone to “check-in” to
places in their city and announce their whereabouts to friends. It also contains a gaming component that awards points and “badges” for check-ins, and awards the title of “Mayor” to the player who’s visited one location the most often. Launched in March 2009 in New York, foursquare has gained momentum and buzz in the social media world and is now available world-wide.
Metro will add their location-specific editorial content to the Foursquare service. People who choose to follow Metro on Foursquare will then receive alerts when they’re close to one of those locations. For example, someone close to a restaurant that Metro has reviewed would receive a “tip” about that restaurant and a link to the full Metro review on metronews.ca.
“Metro has always offered readers the right information at the right time and place, and Foursquare lets us take that to the next level,” said Jodi Brown, Marketing and Interactive Director for Metro Canada. “We’re now highlighting specific articles at the exact time and place that they’re most useful, which is a bit of a revolutionary idea.”
As part of the launch and to help promote this new partnership, Metro is running a contest to win one of five iPhone 3GS units.
Over the next 4-weeks, foursquare players who follow Metro and check-in near where they pick up Metro will unlock a special Metro Foursquare badge and be automatically entered to win. The contest is being promoted through in-paper ads across all 7-editions of Metro, and in English Canada, through Metro’s recently launched reader loyalty program, Club Metro.
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