Verizon's multifaceted $1B partnership with the NFL this week is "getting a geo-social layer," as Verizon FiOS ads will appear after folks check-in via the mobile app" for Foursquare in DC, Baltimore and Boston, according to Christopher Heine of ADWEEK. Users of social networking app who click through the ads "will be taken to a mobile landing page where they can enter an exclusive contest involving" the Redskins, Ravens and Patriots. Two other teams on the East Coast "are expected to be added later this week once their ink dries." In an effort led by McCann Erickson, consumers "can win merchandise and tickets to their team's next game through the league's final seven weeks." In addition, people who "check-in at the stadiums on game day can win" in-stadium opportunities. The ad creative "reflects each team in its respective market and will appear in Foursquare's four-month-old post-check-in (PCI) promos, highlighting Fios TV." While Foursquare users "have recently been pitched with similar PCI ads from Captain Morgan, Oreo, MasterCard, Toys R Us and other brands, the Verizon campaign appears to mark a new frontier for Foursquare" (ADWEEK.com, 11/12).
