Café Coffee Day: First Indian Brand on foursquare

While having a cup of coffee yesterday at CCD next to my work place, I got to notice this. So, foursquare is in alliance with Café Coffee Day now:

Cafe Coffee Day has launched this offer on 17^th Feb 2011. Check in at foursquare and you can get a 15% discount on your 3rd check-in. If you are the Mayor, CCD will serve you a free coffee and 20% discount on every 3rd check-in. As of now this offer is only valid in Bangalore outlets, but they slowly plan to roll it out in other cities too. (via)

Finally foursquare has started tie ups with Indian brands too. With this offer, Cafe Coffee Day is the first Indian Brand on foursquare to have its own Brand Page – http://foursquare.com/CafeCoffeeDay! In fact it’s good to see this CCD offer, I had created an account on foursquare long back but have not been active there for some or other reason. Maybe it will influence users like me to finally be active with my check ins, after all who would not like to have a free coffee from an outlet where you end up going almost daily :).

Location based customer targeting has been there in India for quite some time now. CCD itself had tied up with Nokia last year for a two month long location based advertising campaign where it was targeting consumers based on their location and then driving them to the nearest CCD outlet. Nokia users with models like N97 and above were served CCD ads on the weather or events page. Clicking on the ad gave users two options – click2web which took them to CCD’s Facebook page and click2route which directed users to the nearest CCD. Now with sites like foursquare which are specifically meant to keep a tab on customer’s location, marketers can leverage these better to serve ads or promotional offers at any particular spot. Even though the user base is not huge as of now and audience type is quite niche but this definitely seems to be one of the interesting newer ways to reach out to the consumers on the move. And you never know, when this niche will actually become mass esp. with promotion triggers from brands and acceptability of more similar services like Facebook Places which may pick up momentum in India as well.

Would be interesting to observe the future trend for this medium, as of now I must check in to foursquare whenever I’m visiting the CCD outlet next :).