McCafé is the first brand to use unloqable a new web-service to manage marketing campaigns on platforms like Facebook Places
McCafé launched today a virtual McCafé advent calendar – a special calendar used to count the days of Advent in anticipation of Christmas. The calendar is a location-based marketing campaign using Facebook Places. Based on McCaféʻs central idea “Alles Gute beginnt mit einem guten Kaffee” (Everything good starts with a good cup of coffee) the campaign rewards McCafé guests in Germany with digital gifts that change every day.
The campaign has been made possible with a location-based service developed by TBWAʻs Digital Arts team in Berlin. The web-service unloqable® makes content available only to users who prove their location via a smartphone or a location-based service like Facebook or Foursquare.
McCafé is the the first brand to use unloqable® as part of its marketing activities. Starting today, all McCafé guests checking with Facebook places in one of over 700 McCafés in Germany will be rewarded with free downloadable digital gifts like animations, films or music.
Unloqable® is a web-service that offers location-based accessibility of digital content (music, pics, coupons, codes, etc). The objective is to make this content available only to users who can prove their location via a smart phone or a location-based service like Facebook Places or Foursquare.
Digital content is stored on the Unloqable® server with a web based management tool. The management tool is the heart of Unloqable®: it offers the possibility to set up campaigns, to edit existing campaigns or to evaluate campaigns from a statistical point of view.
In addition to simply setting up a campaign using the combination of a digital content with a geo-data, there is also the possibility to constrain the campaign time or quota basis. For example, some content can be rendered “Exclusive” and accessible only for a specific number of times before expiring.
Users are notified about the existence of a campaign either actively – in nearly real-time by so-called “Checkins” – or passively via e-mail, fan-pages or ads.
The notification contains a link to digital content that has to be unlocked through one of the above-mentioned mechanisms.