Foursquare wants to get more celebrities, musicians, and other entertainment brands onto its platform, as evidenced by a somewhat surprising announcement yesterday. New York’s king check-in startup has hired the Hollywood talent and literary agency United Talent Agency to “advise the start-up on business development and partnerships in the entertainment and media sector” as part of Foursquare’s “overall user acquisition strategy,” according to a press release.
While Twitter seemed to attract celebs like a magnet and Facebook has done the same for brands, Foursquare is still a bit underground. It may seem odd that Foursquare is hiring UTA, but Hollywood agencies have expanded far beyond their traditional functions of booking actors and shopping scripts. Such agencies now pursue massive, cross-platform branding strategies—as when the sports division of Hollywood heavyweight Creative Artist’s Agency recently made over the Knicks brand and aggressively monetized the buzz around Jeremy Lin—and have sunk deep into social media. UTA has a head of digital and a head of social media and has put a lot of resources into social TV marketing.
UTA also represents other technology companies including social media analytics company Crimson Hexagon, video game accessory maker Nyko, and the cloud gaming service Playcast.
“We’re excited to work with UTA to introduce the entertainment, music and media industry to the benefits of using foursquare to connect with our community of over 20 million people worldwide,” said Jonathan Crowley, director of media partnerships and brother of founder-CEO Dennis Crowley, in the release.
Watch for more Foursquare placement in TV shows, Foursquare calls-to-action in advertisements, and more celebrities checking into the 40-40 Club.