ADOTAS – A lot of location-based mobile social networks are succeeding in rebranding consumerism as a game, but interestingly enough Booyah’s MyTown, a location-based social gaming network for Apple mobile devices, actually turns the service industries themselves into a game — which has garnered the attention of brands like Pantene and H&M.
Through MyTown, users at real-world locations check in to receive rewards and earn virtual currency that can be used to buy and then upgrade virtual versions of local retail shops, eateries or hangouts. Users collect virtual rent when people check in at stores and more visitors equals higher property value.
Less than a month ago, the app introduced product check-ins, in which users “scan” a product barcode with the iPhone’s camera in order to unlock rewards and gain more virtual cash. Since the July launch, Booyah has registered more than 350,000 product check-ins a week.
The first brands to sign up for sponsored product check-ins are hygiene product-maker Pantene and clothing retailer H&M, which are offering exclusive items through MyTown. H&M, which was the first brand to use MyTown as a mobile branding platform, is lining up its “Denim Day” merch with the product check-ins and instituting a contest for a $500 gift card (which could buy you a few trendy wardrobes).