Mobile check-ins have become the newest trend in the world of digital marketing. But just like in the early stages of Twitter, brands are trying to figure out what to do with it and how it connects with their consumers. Foursquare has been getting the most buzz, but that doesn't mean they're the best. Gowalla and MyTown have proved to be tough competitors, each offering a unique take on the idea of virtual check-ins. The success of these games hinges on how valuable they can be for both consumers and brands.

Since we recently passed Foursquare Day (4/16 -> 16=4 squared, clever right?), I thought it would be fitting to look at how they are partnering with brands. So far, the branded promotions that I have seen fall a little short. For example, I'm a big fan of Top Chef, so when I saw that the chefs left tips on the Bravo foursquare channel of their favorites restaurants; I of course followed the list. And when I checked into a recommended restaurant this past weekend, I unlocked the Bravo newbie badge. But what did that really mean? I wasn't given any more info about the restaurant other than the fact I just checked in. So how is that supposed to increase my affinity for/interaction with Bravo? There is no added value, other than the fact I noticed it was the Bravo logo. Was I going to tune into Bravo that night because they gave me a shiny badge? No. I'll watch Bravo when I want to, and this brand interaction in no way changed the way I would behave.

The only promising Foursquare partnerships are with Explore Chicago and the History Channel. Travel marketing is a more natural fit with the idea behind mobile check-ins. Being rewarded with a badge in this scenario is akin to getting a badge on your Girls Scouts sash â€" something that is much more motivating for avid travelers than happening upon a Bravo recommended restaurant.

Gaming gives consumers an incentive to check-in. But the rewards of the game need to pay off to sustain long-term impact for brands. Points and badges aren't going to change consumer behavior on their own. They need to be connected to relevant rewards that align with the brand.

This is why Foursquare, Gowalla, and MyTown haven't taken off like Twitter or Facebook...yet. In order to get that level of traffic, these games will need to become more relevant to consumers lives. But they'll need to move fast as Twitter and Facebook could threaten to end their existence. No matter what happens, mobile check-ins is something that needs to be on the radars on all brands.

Reposted from Brandopolis.com

About the Author: Stacy is a Social Media Lead in the Digital Innovation Group at Engauge. She has an M.S. in Integrated Marketing Communications from Northwestern's Medill School. Connect with her on Twitter @stacycohen.