Location-based marketing mixes with gaming, charity

03/17/2010 | Advertising Age (tiered subscription model)

The latest twist on Foursquare-type location-based marketing is CauseWorld, a mobile check-in game that invites users to check into sponsored products at retail locations -- by scanning bar codes of items from Tide to Tampax -- to earn "karmas," or points for charity. Procter & Gamble, Kraft and Citi are betting the service could drive business. "Scanning products for karmas enables us to be one step closer to the point of purchase and drive deeper consumer engagement," Kraft's Ed Kaczmarek said.

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