Social Media Explorer
The Cincinnati Enquirer on Wednesday released a Foursquare-like iPhone app that lets users check in, earn badges, win prizes and get “inside information” on local deals around town.
Called Porkappolis, the project is a white label version of the Double Dutch geo-location and social media app. Double Dutch has created similar apps for Arizona State University and Cisco Systems, among others.
Jason Falls calls the effort an interesting move into location-based services (LBS) by a local Gannett newspaper:
“It shows a traditional media outlet again thinking beyond the boundaries of the print edition and even of their website. The opportunities to monetize a locally-relevant LBS are profound. It’s a chance for local advertisers to serve relevant messages to a hip and trendy audience in an emerging platform, but one that is custom to their community.”
Also of interest is the Enquirer’s overall mobile strategy. The paper does not have a news-based smart phone or tablet app, though it has two mobile websites. So, the paper has apparently decided to focus its app efforts on information utility, rather than on simply repackaging editorial content.
And by using an outside vendor and a white label app, the paper was likely able to launch the Porkappolis app more quickly — and more affordably — than if it had been built from scratch.
The challenge of any local LBS effort is the modest percentage of smart phone users interested in “checking in.” But, the Enquirer’s app promises to include news and entertainment highlights as well as business deals. It will be worth watching to see if those local incentives will draw residents to add the app to their smart phones.
And the name Porkappolis? Falls explains it is a carryover from Cincinnati’s days as the “slaughterhouse capital” of the U.S., when it was known as Pig City or Porkopolis.
