Cheryl Cole, who has a new album coming out and a concert tour, fans who check into the billboard will be taken to her Facebook page and get a chance to win two free tickets (plus travel and hotel) to one of her X Factor shows. The campaign was designed by Mediacom and Polydor Records.

I am not really sure a billboard counts as place, although I do suppose it is location-specific. But tying together check-ins with outdoor advertising like billboards and posters is something we will probably keep seeing. It is not the first time someone has this approach. A Nets billboard on the side of a building in New York City this summer, for instance, urged people to check in with Gowalla.

It is not clear how successful these billboard check-in campaigns will be, however. It just seems more natural to offer promotions tied to actual places of business. But as the check-in concept expands from checking into a place to checking into brands, it could become more of a simple call to action.

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Authors: Erick Schonfeld

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