Fresh off their impressive SXSW presence and announcement that they will be offering a new location-based deal feature, the location-based mobile app SCVNGR is a hot topic in the digital marketing world.
So what exactly is SCVNGR?
Like foursquare, SCVNGR is a check-in mobile app. The main difference between the two is that foursquare issues badges for just checking in to a venue, whereas SCVNGR gives badges (and other real-world rewards) based on performing specific challenges at the venue you checked in to.
So what kind of challenges do users have to perform? Here is how SCVNGR describes their challenges on their website:
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A challenge is a quick, fun, casual thing to do at a place. Things like checking-in (1 pt), snapping a picture (2 pts), scanning a QR code (2 pts), completing some activity (2-5 pts) or doing the social check-in by bumping phones with your friends (2 pts for each person you check-in with). Of course, the whole fun of challenges is that anyone can create them at their favorite places. Make fun things for your friends to do, for your patrons, or just for random strangers discovering the places you love.
To date, the Boston-based company has approximately 650 participating venues and 1 million users.
So will SCVNGR eventually challenge foursquare for location-based mobile supremacy? Its possible.foursquare is currently available in many more cities and has about a 5 million more users than SCVNGR. Both are hurdles that could be overcome quickly with the right strategy, especially with Google’s financial backing.
This competition will truly be won by the company that proves its long-term value to brands. With the recently-unveiled LevelUp (a system that rewards users with progressively better deals based on how many times you check-in), SCVNGR may be on the right track. Giving the consumer a reason to try a venue out and then a subsequent reason to revisit may be the key to generating venue (brand) loyalty.