Thanks to the emergence of location-based services such as Foursquare, Gowalla, and now Facebook Places, millions of users are recording their daily adventures and broadcasting digital breadcrumbs to their social graph. However, the brand value of a check-in on a location-based service is debatable, and its ROI unclear.
Many brands have been trying to find value in experimental promotions, mostly based on frequency of visit. These experiments have generated excitement, but they only scratch the surface of what’s possible.
See the article about going beyond Foursquare