AT&T AdWorks, the phone network’s advertising arm, is set to begin testing a foursquare-connected mobile ad unit over the next few weeks, according to a report from AdWeek. The first tests will be with an “unspecified retailer,” with a later rollout to other advertisers.
The ads will look like regular mobile banner ads, but the call to action will urge users to check in on foursquare. Clicking the ad will open a map of the retailers’ nearby locations. Choosing a location opens the foursquare venue, with tips, specials and an option to check in.
This is an extension of AdWorks’ store locator unit, which was tested extensively by Levi’s last year, garnering an impressive 10.3% click-through rate.
Gap tried a similar ad unit on the web that featured their nearby locations and encouraged users to add them to their foursquare to-do lists.