The music group is using Scvngr’s location-based game to engage fans at partner locations in Canada. Users can download the application, which is available on iPhone and Android devices, and unlock rewards at each partner location.

“The Black Eyed Peas have partnered with Scvngr to connect with their Canadian fan base at relevant locations, like at music retailer HMV, clothing store Bench or at Jack Astor’s Bar and Grill,” said Chris Mahl, senior vice president of Scvngr. “As fans visit these locations and play The Black Eyed Peas challenges on Scvngr they engage with the brand in a meaningful way.”

Scvngr is a free location-based game and gaming platform. People play Scvngr via iPhone and Android wherever they go to check-in, complete other challenges, earn points and unlock rewards, all with the ability to share their activity with their friends on Facebook and Twitter.

I got a feeling
Black Eyed Peas fans can compete in challenges where they can receive discounts such as 15 percent off at the streetwear brand Bench, $3 off “The Beginning” album at HMV and 10 percent off food at Jack Astor’s Bar & Grill.

Additionally, fans can enter for a chance to win a trip for two to see The Black Eyed Peas in Paris.

“Scvngr’s gaming platform allows brands to engage with the target audiences at locations where Scvngr is deployed,” Mr. Mahl said. “Since Scvngr is location-specific, the gaming platform has the ability to activate users based on location.”

“Aside from targeting The Black Eyed Peas fan base, the Black Eyed Peas challenges on SCVNGR target the customers at Ben, HMV, and Jack Astor’s Bar and Grill,” he said. “As the customers at these partner locations do challenges and unlock rewards, they interact and form a deep connection with the location and The Black Eyed Peas brand.”

Users can unlock rewards

Users can compete in challenges

Users can share challenges with friends via Facebook and Twitter

Black Eyed Peas fans can be rewarded via the Scvngr app

Where is the love?
According to Scvngr, the Black Eyed Peas challenges on its application is a perfect example of how global entertainment icons are creating deeper connections with fans via mobile gaming experiences at retail and full service restaurant partner locations.

“By using Scvngr the Black Eyed Peas can create a deep level of engagement with their fans at the places that matter most to them,” Mr. Mahl said. “The Black Eyed Peas are already a very social media savvy group and with Scvngr they can now take the digital experience into a physical environment.
 
“Sympatico.ca, a media partner for Universal Music Canada, is helping promote the campaign through online advertising,” he said. “In addition, each of the Black Eyed Peas partner locations are getting the word out through in-store signage, table tents and posters.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York