Acting as a Place Page add-on for businesses using SCVNGR, the new app shows prominently in the left-hand menu section to allow visitors to access three tabbed sections: Rewards, Challenges and How to Play. The idea is to add “greater harmony between Facebook Places and SCVNGR,” as the company has mapped all user activity — checkins, challenges, rewards and photos — back to the Facebook Place Page, rather than to the SCVNGR Place Page.
“Because SCVNGR has all this premium activity (challenges, not just checkins), our location-based activity items get surfaced far more often in Facebook’s activity algorithms, meaning that we get more placement, comments and likes,” said CEO Seth Priebatsch. “Since traditional Facebook Pages are already getting more hits than most companies’ own websites, I’m pretty sure that Facebook Place Pages will be equally (if not more) important. Local businesses tend to have pretty weak websites and with all the inbound traffic Place Pages will get, I’m predicting that Facebook Place Pages will become the canonical online representation of most local businesses.”
This is an excellent strategic move for an LBS newcomer that has some catching up to do. This Facebook application is the first of its kind and positions SCVNGR as the only third-party — as well as the only location-sharing service — to release something so tightly integrated with the Facebook Places experience.