Check in at the Movies with Facebook Places

On Valentine's Day SF Bio started launched a new campaign called "Checka in på bio! (check in at the movies). Visitors using the service Facebook Places to check in at the Filmstaden Sergel, Filmstaden Sickla, Filmstaden Söder or Rigoletto movie theaters can show they've done and get a surprise at the ticket window.

"We see that many people like to share the information with others that they're going to the movies, they're at the movies or they've been there," says Martin Strömberg, responsible for social media at SF Bio. "With this campaign we want to let moviegoers know that our theaters are at Facebook Places and remind them that they can 'check in at the movies.' We're giving away something not usually sold at the concession stands."

Strömberg says SF Bio has been considering for awhile how it can use positioning services like Facebook Places, Gowalla och Foursquare.

"We registered our movie theaters at Foursquare some time ago, to be ready if the right campaign came along," says Strömberg. "When Facebook Places came to Sweden we did the same thing. It means we can control the information that visitors spread when they check in."

When moviegoers check in at one of the theaters, via their network they pass on the theater logo with a text, "Welcome to the Rigoletto Theater! Between Feb. 14-24 you'll get a surprise at the concession stand if you show you've checked in. Movies are best at the movie theater!"

There's another benefit for SF Bio to being early in registering its theaters with such positioning services.

"The companies SF Bio and SF are a constant source of confusion," says Strömberg. "Many of our moviegoers call the movie theater chain SF. By calling the movie theaters by their correct name, for example Filmstaden Växjö, we're trying to fix the name confusion."

The campaign continues to Feb. 24.

It's just a small-scale test, says Strömberg. "The hope is that all the cinemas in Sweden will be included in future campaigns," he says.