CorpComms Magazine

The HISTORY channel has teamed up with location-based mobile app Foursquare to help Londoners get more value out of their city.

By becoming a friend of HISTORY on Foursquare, users can then 'check-in' to up to 600 sites across London, such as the Tower of London or the Southbank Centre. Checking in unlocks tips and information about the locations in question, offering a deeper insight into well loved attractions as well as hidden gems.

In addition, HISTORY has partnered with a number of the venues to offer special deals when visitors check-in, such as two-for-one entry at the Globe Theatre, or discounts in cafes or museum shops. And for those who are keen to collect Foursquare badges, four check-ins at participating venues will unlock the HISTORY ♥ London badge. Badge-winners are entered into a prize draw for a VIP weekend in London.

HISTORY are the first UK television channel to form such a partnership, following on from a similar collaboration in the US. The brand hopes that the move will introduce a younger audience to the channel's offering, particularly those who might not consider themselves 'history buffs' but could well find some of the programming of interest.

But HISTORY emphasises that the partnership is about more than just attracting television viewers, it's about offering something of value to participants.

'Part of the channel's remit is to be as innovative as possible,' explains James Pestell, HISTORY's vice president of marketing and communications. 'We were one of the first to have an HD channel on Sky... it was a natural innovative step to be involved in contemporary technology.'

And the discounts and prize draw ensure that the initiative offers tangible rewards for users, with HISTORY aiming to increase the tips and partnerships on offer over the coming months. As one avid Foursquare user pointed out, checking in continuously can lose its appeal if it is all just for fun. But he praised HISTORY for offering real value to users.

Watch the video on how to unlock London

Find out more about HISTORY on Foursquare

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