Foursquare Gets Into Harvard
Just like high school seniors, many tech companies want to get into college. As we've seen with Facebook and scores of other startups, campus adoption can be the first step towards mainstream success. Looking to tap this sweet spot, mobile social startup Foursquare revealed a new partnership with Harvard University, Facebook's alma mater. At www.foursquare.com/harvard, they have created a page for students and the Harvard community at large to get and share word-of-mouth tips on exploring the campus.
"We saw a really fantastic opportunity for universities to engage with students both current and new," says Foursquare's Tristan Walker. "Harvard came to us to brainstorm ideas to drive that engagement, get students and visitors psyched to learn just a little more about Harvard Yard. Little nooks on campus to study, historic works in the library, the best place to get a burger... They wanted to surface these nuggets of content to members of that community. Things you won't find in Harvard admissions or marketing materials."
Some current tips range from the practical:
@ Weeks Footbridge: This footbridge, built over the Charles River, connects Harvard's campus in Cambridge w/ Harvard's Business School Campus in Allston.
to the informational:
@ John Harvard Statue: Get your picture taken with the statue of John Harvard, Harvard's first benefactor, and rub his left foot for good luck.
to the gastronomical:
@ Burdick's Chocolate Cafe: Try the macaroons (only 75 cents!), soak up the European atmosphere, and above all, do not miss the hot chocolate--as rich as it comes.
"Brand engagement on Foursquare is all about guiding experiences, leading followers to do really interesting things," says Walker. "We're also about community and offering brands tools to build that community." Indeed, Foursquare has been rolling out a number of brand partnerships lately, including the Brooklyn Museum, Intel at CES, a recent deal with Tasti D-Lite that points toward the future of loyalty programs. Similarly, Harvard is likely the first in a number of colleges that will use Foursquare to engage and unite students.
