My generation will be perhaps the last that remembers ‘four square’ as a game played with a red ball whose intent is to knock individuals out of their square. Today’s generation will instantly link the term with a new social media game that is catching on quickly across the nation.

Foursquare gives users the opportunity to explore the city and get rewarded with badges for finding new places all while sharing information with and locating friends. To non-social media enthusiasts, the platform might seem like just another way to waste time on the Internet. A closer look, though, reveals a goldmine for companies savvy enough to use Foursquare to their advantage.

Individuals are Driven by Competition
Foursquare creates a game for its users. Every city has a leaderboard whose points reset every Sunday night. By checking in at places and discovering new venues, users are rewarded with points. These points increase with the number of “check-ins” per day. Ousting your friends and becoming the leader in your city is a prize worth bragging.

Additionally, the ultimate goal of visiting venues and checking-in is to become the venue’s mayor. A mayor is someone who has frequented the venue the most; in essence, this individual is the ultimate brand ambassador for that location. This competition for the coveted title of mayor is the key for businesses to encourage repeat visits and customer loyalty.

Businesses are jumping on board to offer incentives for their mayor. Bars may offer free drinks, restaurants may give free appetizers, movie theatres offer free tickets – the options are endless. And what customer doesn’t love FREE items? This is where competition becomes critical as locals begin competing for this coveted crown – Mayor of your Business.

So how are you using social media to promote your brand? How are you encouraging customers to frequent your establishment when the local competition is steep and diverse? Unique incentives and marketing platforms, such as Foursquare, are an essential component to building and maintaining customer loyalty in the digital age.