The practice of geolocation services, or the ability to locate a potential customer using GPS-enabled technology, is all the rage in the tech and marketing world right now. However, there are very few written rules for marketers as to what to do. Thankfully some brave marketers are testing and learning with the various location-based platforms.
VaynerMedia, the marketing company co-owned by
@garyvee released a case study this weekend showcasing their work with the NBA's New Jersey Nets and
Gowalla. The case study concludes that there are real opportunities for brands to move consumers as evidenced by the 15% of Gowalla users that showed up for a recent NJ Nets game. The 15% redemption was called a success. I'm calling bullshit.
