Pub unlocks Foursquare Swarm Badge at reopening party

The Greyhound pub on Kew Green, West London, re-opened under new management last Friday, and used the opportunity to experiment with Foursquare.

Licensee Tony O'Connell wanted to use social media to help with the launch but he was unsure how to go about it. He appointed social media agency, Influence Agents, to help organise the event.

Tony explained: "Everyone talks about the importance of social media, but Influence Agents understood the audience I wanted to reach and how social media could help add to what marketing we were currently doing. When I heard about Foursquare and the Swarm Badge, I knew it would be a great way to help celebrate the re-launch."

Pubs and restaurants on Foursquare can advertise 'Specials' on their pages to entice users. The Greyhound used a special of champagne and canapés to encourage users to attend, and offered those who were registered and 'checked-in' the chance to win a full private dining experience for two.

With more than 50 Foursquare users 'checking-in' during the party, they managed to unlock a Swarm Badge (see video below), said to be a UK pub first. This special occasion was marked with its very own Swarm Cake, made by local baker, Lou Ferrari (see pic, right).

As reported on thepublican.com earlier this week, Wetherspoons pub the Bank House in Cheltenham hopes to unlock a Super Swarm badge (which requires 250 Foursquare 'check-ins') at an event next weekend.

Matt Hodkinson of Influence Agents said: "A lot of businesses are scared of using social media and don't understand how to reach their audience effectively. For us, it's not only about educating and empowering our clients, but to show how to integrate social media as a wider marketing campaign".

The two events serve as examples of how important social media is for marketing the 21st century pub.