Sports Authority Uses Check-ins to Build Black Friday Store Traffic

Athletic equipment retailer Sports Authority has upped the bar on its social promotions in the weeks leading up to the Christmas holiday, with campaigns in Facebook, Twitter and location-based game Foursquare designed to get shoppers to engage with the brand both online and in its stores.

Last Friday—“Black Friday” to retailers–Sports Authority ramped up its efforts to use social location-based network Foursquare to drive traffic to its stores with a one-day offer to give away 20 $500 gift cards.

To be included in the giveaway, entrants had first to register for Foursquare, download the game’s free mobile app to their smartphone, and set their Twitter account to post their Foursquare check-in activity. Next, they were asked to go to any of Sports Authority’s 460 U.S. stores between 10 a.m EST and 3 p.m. EST on Friday Nov. 26, check in to that location using their mobile device, and then post that check-in to their Twitter feed.

From 10:15 on at 15-m,inute intervals, Sports Authority was drawing a grand prize name at random from the eligible entrants in their Twitter feed and announcing those winners in the store where they originally checked in. Winners had to be present when their name was called and could claim their prize, a $500 gift card, by going to one of the checkouts in that store within 10 minutes of the announcement and presenting a photo I.D.

The one-day Foursquare campaign was promoted via Sports Authority’s email list, in social media such as Its Facebook page, on its Twitter account, and with a roadblock ad on the retailer’s main Web page.

Sports Authority has been running pilot programs with both Foursquare and rival location-based game Loopt Star since September of this year. In each case, the campaigns linked a mobile check-in at a store to an actual reward or discount—offering engagement incentives beyond simply the honor of becoming mayor of a location.

For the rest of this holiday shopping season, Sports Authority is also building “likes’ on its Facebook page with a “21 Days of Deals” giveaway contest. Users must like the brand’s Facebook page and then submit their contact information. Their names are then entered into a daily drawing taking place Dec. 1 through Dec. 20 for one of 21 prizes ranging from Nike Air Max sneakers to a Pro Form treadmill.

At press time the Sports Authority Facebook page has 272, 330 likes. The brand also has about 5,400 followers on Twitter.