Levi’s gets a film roadshow, with Gowalla
By Simon Fuller. Movie lovers with a smartphone and some time to kill will love Gowalla’s latest campaign in the US.
The location-based service – which gets users checking in to ‘spots’ around the globe to view user content – has teamed up with Levi’s and the Alamo Drafthouse cinema chain to put together a series of urban Gowalla ‘trips’. On each, film fans seek a series of spots themed around locations from a particular film. So New Yorkers will be able to re-trace the steps of The Godfather II’’s Vito Corleone, from Little Italy to Caffe Reggio.
It’s all part of an initiative called the 2010 Rolling Roadshow, which has seen Alamo Drafthouse cinemas show some classic films in cities with a movie connection – think There Will Be Blood over in Bakersfield and Dirty Harry in San Francisco – over the course of the last few months.
The partnership is one rather snug fit, reckons Gowalla, continuing the platform’s legacy of teaming with cool brands, such as Nike and Threadless Tees.
“Gowalla prides itself in offering hip brands… the opportunity to engage with their customers in an innovative way,” says a Gowalla spokesman. “We are huge fans of Alamo Drafthouse so this was a natural fit. These partnerships also provide immense value to our community through the various offerings, such as promotions and discounts.”
Of course, the brands benefit too, which is probably why quite a few of them are eyeing location-based services for campaigns at the moment.
“Using Gowalla and location based technologies as a form of marketing and working with Gowalla to create promotions allows brands to engage with their customers in [new ways],” says the spokesman. “By knowing when consumers are at specific locations, brands can tailor their messages to specific opportunities and make the experience even more personalised.”
brand-e’s Brands On Film event is all about working the brand/film opportunity – get a 20%-off ticket now
