McLocation Location

'So and so would like to use your location' popping up every time you download an app is a little annoying, especially when you cannot conceive as to why your location would be relevant. For the main (GPS maps excluded) location function based applications have only really served to let people know that you are at a really cool party, somewhere very exotic or unspeakably trendy. It is a miserable status tool. Notice that 'Beth has checked into the Welcome Break in Reading' doesn't come up as often as '16 people have checked into Soho House.'

But McDonald's McCafes (with some help from TBWA) in Germany have come up with a delightful way to use this technology to spread Christmas cheer by using a location activated advent calendar. By using applications like Facebook and Foursquare, customers can prove that they are in a particular 'McCafe' by checking in, and when they do, they will be entitled to a free gift.  Every day throughout December McDonald's McCafes are offering a different gift to their customers that they can download, whether it be game, song, or film. What a nice, easy to deliver way of rewarding custom.

 Lovely Christmas times.

'Chris has checked into Ernest G's electronica emporium, herbal  tea wholesaler, and yoga retreat.'