foursquare: Meet the Mayor of Momofuku Milk Bar: Zagat just started a series of interviews with mayors of their recommended foursquare venues. First up is Nathan Archambault from one of our favorite places: Momofuku Milk Bar (Umm, did you just say ‘cornflake-marshmallow-chocochip cookie’?). We love this idea and can’t wait for more in the series! This is a stunning example of good social marketing.  Expanding the perceived value of Forusquare use / mayorship, without making any shifts to the platform itself. Zagat gets to seem both plugged in, and interested in the people that make venues interesting.  Foursquare gets to seem connected, being tied to both Zagat and the venue in question, as well as recognizing their users (which are the true value of the service).  And Momofuku Milk Bar, already benefiting from the PR, gets humanized as well. But by far, the greatest part of this piece is that is doesn’t put any of the three brands involved in the spotlight.  This is about Nathan Archambault, and his story, which (from this angle) inherently involves three brands, and positive associations with all of them. Foursquare ties human social interaction to physical locations through a digital framework.  And clearly, whoever put this campaign together actually understands what that means.

foursquare:

Meet the Mayor of Momofuku Milk Bar: Zagat just started a series of interviews with mayors of their recommended foursquare venues. First up is Nathan Archambault from one of our favorite places: Momofuku Milk Bar (Umm, did you just say ‘cornflake-marshmallow-chocochip cookie’?). We love this idea and can’t wait for more in the series!

This is a stunning example of good social marketing.  Expanding the perceived value of Forusquare use / mayorship, without making any shifts to the platform itself.

Zagat gets to seem both plugged in, and interested in the people that make venues interesting.  Foursquare gets to seem connected, being tied to both Zagat and the venue in question, as well as recognizing their users (which are the true value of the service).  And Momofuku Milk Bar, already benefiting from the PR, gets humanized as well.

But by far, the greatest part of this piece is that is doesn’t put any of the three brands involved in the spotlight.  This is about Nathan Archambault, and his story, which (from this angle) inherently involves three brands, and positive associations with all of them.

Foursquare ties human social interaction to physical locations through a digital framework.  And clearly, whoever put this campaign together actually understands what that means.

foursquare

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