When hug took a closer look at the mentions associated with the check-in data, the team found that nearly half the check-ins were people arriving from Saudi Arabia.
Similar to an American checking in at a new state boundary line, Saudis are keen to announce their arrival to a new country and that behavior alone is a huge marketing opportunity for brands based in the area.
Brands can use this location-based information to tailor their marketing tactics. Brands are placing more and more importance on knowing what’s happening at locations of interest. If you know a specific area is especially popular, you’re able to monitor, contribute to, and amplify the messages being shared online.
Moreover, using check-in data at roads and landmarks can provide brands with potential opportunities, but can also reveal threats and potential crises. A sudden increase in check-ins and mentions on social data at a particular landmark could potentially alert you to something occurring at a specific location that needs urgent attention.
Television and binge-watching behavior
Binge-watching is a universal movement and while looking at the check-in data, hug noticed huge volumes of people checking in while watching a movie or TV show.
Drilling down to a more regional view, hug was able to layer the check-in data over television programming schedules to better understand what people were watching and where they were watching it.