Check-Ins, Check-Ins, Check-Ins

A Forrester study released in July announced that a vast majority of online adults (84%) were not familiar with location-based check-in tools like Foursquare, Gowalla and SCVNGR. Only 1% of people reported using the tools more than once a week. Since the launch of Facebook Places, Foursquare has reported a significant spike in sign-ups, but their three million users are still mere peanuts compared to Facebook’s 500+ million users.

Stores partnered with these location-based services reward customers who frequently check in to their locations, yet the services still do not seem popular with the online world. Internet users may be comfortable posting videos of Fluffy in a paper bag or tweeting their thoughts about the summer heat, but they are still a bit wary of broadcasting their whereabouts to the online community. They may even be embarrassed about how often they go to Rainforest Café and want to keep it a secret.

This is where emerging check-in tools like GetGlue, Philo and Miso suffer no resistance. Customers can check in to Chipotle on Foursquare, but they can check in to Dancing with the Stars on GetGlue. These tools are not based on the user’s location; they are based on the entertainment the users are enjoying. Customers can “check-in” to share with their networks what TV shows, books, music, games, or movies they are engaging with in real time.

Dancing with the Stars finale with Kristi Yamaguchi in 2008
http://www.erati.com/wp-content/uploads/2008/05/kristy_yamaguchi2.jpg

Using entertainment-based services you run no risk of a creepy ex-boyfriend following you to the Starbucks you just checked into. He may find out that you just watched the entire Real Housewives of New Jersey marathon, however.

We have seen Glee as a trending topic on many Wednesday nights, a huge spike in conversation during last year’s VMAs, and social media pandemonium surrounding the World Cup. People like to talk about entertainment, so these entertainment-based services may soon explode in popularity.

Some TV shows are already banking on that possibility. ETV’s Bridezillas partnered with Miso to deliver exclusive photo and video content to fans that frequently check in to their show. In the future, TV shows hope to engage their fans with real-time scavenger hunts, trivia, or challenges while their shows are on air.

First there were location-based check-in services, now there are entertainment-based check-in services. What’s next in this check-in fever? Will we be checking in to the grilled cheese sandwich and diet coke we have for lunch? The H&M shirt and Levi’s we are wearing to dinner with friends? Only time will tell.