By Cassidy Bohan Today, Foursquare announced a new deal with streaming service Deezer which offers users of 15 countries the ability check in to live music events for a chance to receive a 3-month Deezer Premium subscription. Once users in Brazil, Mexico, UK, Ireland, Indonesia, France, Belguim, the Netherlands, Luxembourg, Spain, Italy, Germany, Australia, New Zealand, and Poland check in at seven different live events, they are eligible for the subscription. While this isn’t Foursquare's first deal with a music provider, it is the first international deal.
Here's how to unlock Deezer rewards:
1. Like the Deezer page on Foursquare.
2. Start going to concerts! Your first check-in unlocks level 1, two more unlock level 2, and the next four will unlock level 3.
3. Once you've reached 7 concert check-ins, you have a chance to win unlimited music on Deezer.
Deezer benefits from the deal as it offers extra exposure in the mobile space while incentivizing subscriptions. Positioning the service with live music events might be a strong way to differentiate the brand from the growing number of rivals, as well as help it reach new users in the streaming service market.
In the last year, Foursquare has been surrounded by doubts of its sustainability as a business. This past March, CEO Dennis Crowley recognized the app’s negative perceptions, defending the company’s revenue opportunities, growth, and future plans. So this deal is part of its push to increase revenue and grow internationally in order to open up the platform to more valuable advertising, following the large Samsung Galaxy S4 ad that was introduced as the Time Machine visualization feature.
Recently, Foursquare has made moves to offer users new features--like tagging friends--and expand the app in the Android tablet market. The deal with Deezer extends advertising opportunites among vendors at the 15,000 music venues--including sales on merchandise and discounts at food vendors--and is likely the beginning of Foursquare's major push to make its advertising more valuable.
What do you think of this new deal? Share your thoughts in the comments below!