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Could Branded Check-In Apps Threaten Foursquare?

denny's mobile app

​When it comes to the location based aspect of social media marketing and checking-in Foursquare is the king. Foursquare offers check-in promotions for certain retailers if they set them up through Foursquare, but what happens if retailers and brands start taking this idea and creating their own apps for it?

When it comes to the location based aspect of social media marketing and checking-in Foursquare is the king. Foursquare offers check-in promotions for certain retailers if they set them up through Foursquare, but what happens if retailers and brands start taking this idea and creating their own apps for it?

This is exactly what Denny’s is doing. They’ve created an app and a contest that is based around checking-in to one of their restaurants in each of the 50 U.S. states. The first person to do this will win free Grand Slams for life. I heard about this and started plotting to be the first to win as I love Denny’s, but alas I don’t think taking off from work to drive cross-country to eat Denny’s will go over well with my bosses. If you run into the same problem that I do there are other promotions available from checking-in to a Denny’s numerous times.

These kinds of apps could spell trouble for Foursquare. I downloaded the app to see how it worked and here’s the first thing I saw.

The Denny’s brand smacking me in the face. Why would a large company ever consider check-in promotions through Foursquare again when they could get their brand integrated into an app of their own?

You can see when I went to enter the 50 State Challenge I once again had the Denny’s logo on my screen and the ability to sign in using my Facebook account. This kind of high-quality app will keep me engaged with the Denny’s brand and also functions well enough to not cause any sort of frustration.

I think as we move ahead into the world of location-based promotions we will see retailers and brands produce more and more apps like these. Foursquare may need to begin considering what it can do to make its own app standout and be the clear choice for brands looking to get people checking-in.

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