MTV, VH1 Ink Deal With Foursquare

Location based social media app will be integrated into programming, featured online

By Alex Weprin -- Broadcasting & Cable, 3/23/2010 11:55:22 AM

MTV Networks' MTV and VH1 have inked a deal with location based social media company Foursquare. The deal will see the service integrated into MTV and VH1 programming, as well as spots pushing users to join the service and "friend" their favorite cast members. The companies will utilize Foursquare's new "celebrity mode," which lets people follow celebrities, even if they don't know them personally. When a celebrity "checks in" somewhere, they can send the check in just to their friends, or to all of their followers.

"Our audience wants more ways to engage with their favorite shows and celebrities they watch and love," said Kristin Frank, general manager/senior VP of MTV & VH1 Digital, announcing the deal. "This partnership with foursquare and the new Celebrity Mode gives fans a way to connect and get a behind-the-scenes look into the lives of their favorite MTV and VH1 talent by finding out about their favorite hangouts, clubs and shops."

The first celebrity participating in the program will be Jersey Shore's DJ Pauly D, with other cast members from The Hills, The City, Jersey Shore, Real World: New Orleans, The T.O. Show, What Chilli Wants and Fantasia For Real joining as the partnership goes on.

"As foursquare becomes more mainstream, we've been seeing more and more celebrity users want to sign up. Celebrity Mode allows high profile users to use foursquare with their inner-circle friends while also allowing new ways for these users to connect with their fans," said Dennis Crowley, foursquare co-founder and CEO. "We're excited to partner with MTV and VH1 as it's a great opportunity to test drive our Celebrity Mode features with on-air personalities and the rest of the foursquare community."

MTV Networks is the second major media company to ink a deal with Foursquare. NBC Universal's Bravo Media formed its own partnership with the startup earlier this year.