I Check In, Therefore I Am An Asshole

“Please tell me your new big idea has a geolocation feature in it.

We need to reach prospects at the point of sale, and now we can!”

The monologue above was a staged reaction to you presenting a geolocation-less campaign.

Forgive my indulgences…

According to a new $499 Forrester report, the percentage of U.S. online adults who use geolocation apps has grown to 6 percent this year from 4 percent in 2010. Of that small group of geosocial smartphone users, just 2 percent say they use the apps once a week or more.

Forrester calls these super users “superconnecteds,” “conversationalists,” and “critics.”

That’s right, the tool who’s “checking in” instead of talking to his date is not a tool, he’s a superconnected. And he needs a better reason to check in than his narcissistic habit. So put a coupon in there, or a special deal that only superconnecteds get.

In short, save him from himself.

Source: Adweek

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.