The ‘Heat Tracker’ app is designed to operate on the iPhone and iPod Touch. Drawing on Foursquare’s check-in data, it identifies the number of males and females checked in at locations in the vicinity to help people determine the ‘hottest’ meeting spots. Based on the number of people checked in, locations can range from ‘cold’, ‘warm’, ‘warming up’, ‘smoking hot’ or ‘on fire’.
Features include customisable filters that facilitate search by gender, distance and location type anywhere in the world; access to reviews for background information on a specific venue; and integration with social profiles on Facebook and Twitter in addition to Foursquare.
Patrick Moorhead, senior vice-president and director of mobile platforms at Draftfcb Chicago, said that Heat Tracker would offer marketers a “wealth of behavioural data” on users and on the popularity of certain types of businesses and activities.
“We anticipate that this information will provide useful consumer data for our clients’ campaigns,” he said.
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