Sign Maker Central

Techcrunch writer Eric Schonfeld took the opportunity today to write about the vast potential that exists in linking digital signage">signage and Foursquare. It's nice to see digital signage">signage get the attention of a blog as large as Techcrunch. The greater attention the digital signage">signage industry receives, the more capital will flow into the sector. This, of course, doesn't come without some negative feedback from Techcrunch's sizeable peanut gallery.

In the article, Schonfeld highlights Screenscape's Foursquare application, which identifies a location's mayor, Foursquare users, and check-in deals, as well as Locamoda's range of social DOOH apps. The piece goes on to cite the many different ways that digital signage">signage can enhance the Foursquare experience, and vice versa.

As I originally wrote in a post entitled. "Foursquare Partnering w/ Digital signage">Signage Networks," combining Foursquare with digital out-of-home screens in bars, restaurants, and coffee shops is a match made in heaven. Digital signs have the ability to extend the Foursquare experience to a greater breadth of potential users. DOOH networks can function as targeted, dynamic message boards which turn a simple check-in into a 360 degree experience. Schonfeld captures this sentiment in saying, "Turning a store visit into a game is the next step in local marketing, and those digital signs could become both public leaderboards and the place where the games themselves unfold."

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Talk about the convergence of digital out-of-home and location-based mobile. I have been talking about the potential for this type of DOOH and LBS integration for a while now. It's great to see American Eagle take full advantage of its partnership with Foursquare by promoting it for all of Times Square to see. AE's massive digital billboard makes for an engaging call-to-action.

In terms of brand recognition, it’s hard to top a huge live display billboard in Las Vegas. But Foursquare has managed to do it. As you can see above, they now have a massive, multi-level and multi-angle display practically screaming about the service to all those in Times Square in New York City.

“Check in, find your friends, unlock your city,” the ad reads. In smaller print at the bottom it talks about checking in to American Eagle for some kind of special. Foursquare head of business development Tristan Walker confirms that American Eagle is behind the ad, which he says is the “largest digital billboard in Times Square.”

American Eagle or not, this is clearly a huge ad (and a huge win) for Foursquare itself. Walker thanks Foursquare’s designer Mari Sheibley for designing the thing. And hints that a version 2 is coming.

The phrase “you can’t buy this kind of publicity” comes to mind — probably because Foursquare, while well-funded, undoubtedly couldn’t buy this type of ad. (American Eagle owns the billboard, Walker tells us.) And yet there it is.

This also managed to one-up the big branding rival Gowalla got in New York City earlier this year when they were a part of a massive billboard that loomed large over Madison Square Garden. (via Techcrunch)

It will be interesting to see the impact that Foursquare's digital out-of-home ad has on check-ins at American Eagle's Times Square store. I'll keep you posted on the campaign's results.

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