After an understated launch with Toys R Us and Captain Morgan, Foursquare's newest ad unit, the post check-in ad, will make a much louder splash at Comic-Con International: San Diego.
Starting Wednesday, the location-based social network will show a select number of people who check-in on Foursquare at the San Diego Convention Center an advertisement for a free movie ticket to "The To Do List," a comedy that opens in theaters on July 26.
The post check-in ad, which doubles as an offer, comes from the film's production company, CBS Films, and theater-owner Regal Entertainment Group. (CBS Films is a division of CBS, which also owns CNET.)
Through the promotion, Foursquare members served with the ad must provide their e-mail addresses to redeem a "buy-one, get-one free" ticket offer to see the flick on opening weekend.
The Comic-Con push represents the latest attempt by 4-year-old Foursquare, which has 35 million users and a newly collected $41 million in debt funding, to turn a profit by providing ad buyers with targeted access to members after they check in at certain venues. Foursquare's post check-in ads made their debut in June with a Toys R Us campaign that offered coupons to people who checked in at family-friendly spots.
Comic-Con kicks off Wednesday evening and is expected to draw more than 125,000 people. The promotion will be available to all attendees through Sunday, though it will only be shown to an undisclosed percentage of Foursquare users post check-in.