Refinery Media is the first company in Asia to partner location-based social networking application Foursquare. Currently in partnership with several major media partners including HBO and Warner Bros. Entertainment, Foursquare now includes Refinery Media in its fast-growing mix of media and entertainment collaborators.
Foursquare is a location-based application for the iPhone, Android, Blackberry and Palm. With the application installed, users “check-in” at places such as malls, cafes, bars and restaurants. This not only works as a way of telling friends where a user is, but allows users to leave recommendations on where to go and what to do, in and around the area.

In the second season of SUPERMODELME, Refinery Media’s tie-up with Foursquare opens up new opportunities for user engagement.

The collaboration between Refinery Media and Foursquare will feature tips and to-dos by the model contestants and celebrity judges of SUPERMODELME. This turns them into content creators whom fans can follow and interact with. Through the reality-based episodes, Foursquare tie-ins with advertisers will not only heighten brand awareness; it will create instant brand visibility whenever a user checks in at a location near an advertiser’s venue.

The most exciting product of this collaboration is a location-based game, the first of its kind in Singapore. As Foursquare users roam the city, listed locations that they check-in to unlock badges aptly named, “Superstyle” and “Superconnected”. Unlocking these badges gives them exclusive partner promotions on the spot and takes them one step closer to a ticket to the SUPERMODELME finale. All Foursquare users in Singapore will be able to take part in the location-based game and plans to roll it out neighbouring countries are being discussed.

“As the lines between digital media and entertainment continue to blur, our focus is to develop more creative ideas that will best harness social media tools and emerging technology to drive user engagement and interest. As such, we are thrilled to be the first in Asia to collaborate with Foursquare.” – Karen Seah, CEO, Refinery Media

“Foursquare is all about motivating users to explore the cities in which they live and visit. We offer brands the tools to lead consumers to do interesting things in those cities, rather than just suggest. For entertainment companies with consumers/viewers that have a deep affinity for the on-air brand, our platform becomes the perfect offline extension. Asia is certainly a huge opportunity for any company. Foursquare is excited to be working with a partner to help introduce our platform there.” – Tristan Walker, Business Development, Foursquare

Refinery Media presents SUPERMODELME.tv to the world at MIPTV 2010

MIPTV gives the world its first taste of the newest programmes, freshest formats and latest technologies to hit TV, Internet, mobile and video-rich platforms.

In 2010, Refinery Media takes SUPERMODELME.tv, Asia’s most groundbreaking online reality programme, to the largest international showcase of innovative entertainment content. Our representatives will be at the Singapore Pavillion Booth 05.20 – 07.19. For meetings and appointments, contact:

Karen Seah, Executive Producer
karen@refinery-media.com

Elliot Rudge, Head of Integrated Marketing
elliotrudge@refinery-media.com

Asia’s Most Groundbreaking Online Reality Programme – SUPERMODELME.tv will be airing on AXN starting November 2009!

Watch the 10 models from across the Asian continent including Singapore, Malaysia, Korea, Thailand, the Philippines and India compete to be Asia’s next hottest face on runways and magazines.

The series showcases the ups and downs that aspiring models encounter in their professional careers – from dealing with the thrilling and glamorous but unforgiving demands of the fashion industry, to the bonding sessions or brash disputes with the other models. Viewers will be kept thoroughly entertained as one model is eliminated at a time until the winning model is chosen out of the Final Three.